MJ KidsThe Online Safety Act and kids' games: what UK and US parents should know in 2026
Since July 2025, UK platforms must keep harmful content away from children. In the US, the updated COPPA rule applies from April 2026. Here is what it means for games, and what it doesn't fix.
Since 25 July 2025, the UK Online Safety Act requires platforms to use highly effective age checks and keep harmful content away from children, with fines of up to £18 million or 10% of global revenue. In the US, the updated COPPA rule applies from April 22, 2026, and in Europe and the UK, newly rated games with paid loot boxes get a PEGI 16 rating by default from June 2026.
In this guide I sum up what these rules mean for the games young children play, what they don't fix and what you can do at home.
What changed in the UK
| Topic | What the Online Safety Act requires |
|---|---|
| Age checks | Services with the most harmful content must use highly effective age assurance, such as facial age estimation or photo-ID matching. Ticking 'I'm 18' is not enough. |
| Feeds | Algorithms must not push content about suicide, self-harm, eating disorders or pornography to children. |
| Harmful content | Bullying, hateful content and dangerous challenges must be handled with age-appropriate experiences. |
| Reporting | Clear information for children and parents, and easy reporting and complaints tools. |
| Fines | Up to £18 million or 10% of qualifying global revenue, whichever is greater. |
What changed in the US and Europe
- COPPA (US): since April 22, 2026, covered apps need a separate parental consent before sharing a child's data with third parties, including for targeted ads. Read more in ads in kids' games and what COPPA says.
- PEGI (Europe and UK): from June 2026, newly rated games with paid random items, like loot boxes, get a PEGI 16 rating by default.
- Brazil: the ECA Digital law, in force since March 2026, bans paid loot boxes for under-18s.
What the rules don't fix on their own
- Screen time: platforms must offer tools, but parents decide how long a child plays.
- Ordinary ads: contextual ads between levels can still appear in free games.
- Chat in small games: smaller services may be slower to adapt.
Before these rules, a University of Michigan study of 135 popular apps for kids ages 5 and under found ads in 95% of them. It still pays to look closely. Use our checklist to tell if a game is safe.
What to do at home today
- Turn on parental controls: Google Family Link on Android, Screen Time on iPhone and iPad.
- Require a password for every purchase in the app store.
- Switch off chat with strangers in each game's settings.
- Check the age rating (PEGI or ESRB) before installing.
- Agree on daily play time and keep bedrooms screen-free at night.
How MJ Kids is built
- No ads, no purchases, no virtual currency and no loot boxes.
- No chat and no links out of the game.
- A daily time limit and night lock in a password-protected parents' area.
- Play time and builds stay only on your family's device.
A kids' game built for kids from day one
With MJ Kids, your child is the hero of a game with no ads, no purchases and a time limit for parents. You get the link within 24 hours of sending the details.
- Zero ads and zero loot boxes
- Daily time limit and night lock
- No chat and no links out of the game
- Game data stored only on your device
Frequently asked questions
When did the UK children's codes take effect?
The protections became enforceable on 25 July 2025.
Are loot boxes banned for children?
Not in the UK or US. In Europe and the UK, newly rated games with paid loot boxes get PEGI 16 from June 2026. In Brazil they are banned for under-18s.
What fines can Ofcom give?
Up to £18 million or 10% of qualifying global revenue, whichever is greater.
Does MJ Kids need to change because of these rules?
No. It was built with no ads, no purchases, no loot boxes and no chat.
Sources
Junior's dad and creator of MJ Kids. He has worked in technology for over 30 years and makes games and stories where the child is the hero, with no ads.
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