The Interactive Advertising Bureau Europe ('IAB Europe') has issued a Guide to In-Gaming outlining in-gaming advertising formats and best practices with an aim to address concerns related to  processing of children's personal data. 

The guide recommends using age ratings for games to indicate which games are more likely to be played by adults; share information on age-restricted apps in the app store; use panel provider data to understand the nature of the audience on the particular game/channel; restrict advertising to children; and restrict brands from age targeted advertising and data processing  to target children contextually. The guide emphasises the due diligence suppliers need to do to ensure how  they strip away data from games that are likely to be played by children.