GREE takes 'free' out of its TV spots

The Yomiuri Shimbun

Mobile phone game provider GREE Inc. has stopped calling its services "free" on some of its TV ads in response to claims by a consumer group the games actually cost money because users must pay for items if they want to reach later stages, it has been learned.

Most of the games offered online by the Tokyo-based firm can be played for free, excluding data charges, at the early stages, but users must purchase weapons or other items if they want to advance.

The Kansai Consumers Support Organization has requested GREE stop using the words "free of charge" in commercials because it violates the truth-in-advertising law. In response to the group's request, GREE has only broadcast ads that do not use the phrase since mid-November.

GREE said there was nothing illegal about its ads because they also display text reading "a portion is subject to fees." But the online game provider said, "We reviewed our commercials in consideration of consumers' requests."