Free must mean no charges required, says the European Commission. The new moves by the European Union's governing body are putting pressure on companies like Google and Apple to restructure what they promote as "free" if those games require users to purchase "in-app" in order to move to the next level.

This new effort is part of the EU's continued push to give consumers greater rights and support when dealing with the virtual world.

The EU has called on both tech companies to ensure that apps that are listed as free remain free throughout the duration of play. The urging for change came after a number of parents complained that they were seeing additional charges from their children, who would purchase in-game options in order to continue to play.

And it appears both companies are looking to rectify this issue, with Google already having acquiesced and implemented the new policies on its Google Play store. This now means that if a user views a free game, it will be free throughout the duration of play, unlike previously where users may have been required to pay to advance to additional levels.

Children also will not be pushed to buy additional features without their parents' previous knowledge, an effort to ensure that parents and children are on the same page.

The EU commission said that Apple has not yet addressed its concerns over payment authorization linked with iTunes accounts.

"This is significant for consumers," said EU Commissioner for Consumer Policy Neven Mimica. "In particular, children must be better protected when playing online. The action also provides invaluable experience for the ongoing reflection on how to most effectively organize the enforcement of consumer rights in the Union."

In response to the EU criticism, Apple said in a published statement that it clearly labels games that require in-app purchasing.

"Apple takes great pride in leading the industry in parental controls that are incredibly easy to use and help ensure a great experience for parents and children on the App Store," the Apple statement reads.

"The parental controls in iOS are strong, intuitive and customizable. And over the last year we made sure any app which enables customers to make in-app purchases is clearly marked. We've also created a Kids Section on the App Store with even stronger protections to cover apps designed for children younger than 13."

For now, the EU is bolstering its efforts to promote better consumer protection and believes that this is one area it can advance upon.