The Advertising Standards Authority has ruled that Electronic Arts game Dungeon Keeper, is not really Freemium and therefore banned it advertising it this way.

The in app purchases were deemed to be too aggressive and produced a game that was not really free in any way. In fact £70 options for in app purchases is a total rip off in my opinion. For that I would rather buy a PS4 game.

Full details of the ASA ruling can be found here http://www.asa.org.uk/Rulings/Adjudications/2014/7/Electronic-Arts-Ltd/SHP_ADJ_258907.aspx#.U7QpvmK9KSP