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EnglishWho is behind the Ask About Games campaign?
Updated
Ask About Games is a decade-long campaign run by Ukie, the trade body for the UK video games industry. It is supported by games businesses and industry stakeholders, and its stated mission is to help parents and families navigate the world of video games safely.
Who runs it
The site describes Ask About Games as "a decade-long campaign powered by Ukie, the trade body for the UK video games industry, and is supported by games businesses and industry stakeholders."
That gives you two layers of backing:
- Ukie is the organising body behind the campaign, described on the site as the trade body for the UK video games industry.
- Games businesses and industry stakeholders are named as supporters of the campaign.
What that means for how you read the site
Because the campaign is funded and supported by the industry it covers, it is not an independent consumer watchdog. The site's own framing is supportive rather than adversarial: it aims to help families "navigate the digital world safely" and to answer questions about video games and the wider online landscape.
In practice, that shapes what you will and won't find there:
| What the site offers | What to keep in mind |
|---|---|
| Practical safety steps for families (conversation tools, parental control walk-throughs) | It is an industry-backed resource, so treat it as guidance rather than regulation |
| Free game guides indicating what is most appropriate for each age range | Age guidance is the site's own; check platform and ratings-board labels too |
| Explanations of the wider online landscape around games | It is not a review outlet scoring games on quality |
Where the mission shows up on the site
The stated mission — supporting parents and families to navigate video games safely — is reflected in the four "Get Started" steps the homepage points to:
- Download the Power Up Pact and agree parameters with your kids around in-game interactions, spending and time limits.
- Download the Conversation Guide to discuss online safety across games and the wider digital world, from daily check-ins to critical thinking.
- Set up parental controls across networks, games and consoles, devices, apps and platforms using the site's walk-through guides.
- Find the right game using the free game guides, which indicate what is most appropriate for each age range.
Bottom line
If your question is "can I trust this as an official industry source?", the answer is yes — it is Ukie's own campaign, running for around a decade, with named industry support. If your question is "is this independent advice?", the answer is no: it is produced by the industry it describes, so use it alongside ratings boards, platform parental-control tools and your own judgement about your child.