From September Google will no longer be labelling games with in-app purchases as 'free', following criticism from the European Commission.
In addition to confirming the way 'freemium' apps - those which are free to download but contain paid-for add-ons - are listed will change the Android-owner has agreed to devise new guidelines for developers to avoid encouraging children with approval prompts added to all apps by default.
The Commission has praised Google's decision after pursuing both Apple and Google to make changes to their app listings, due to fears children are being targeted and consumers are being misled.
Apple's lack of commitment to a solution though has come under fire, with the Commission issuing a statement confirming that Apple has "regrettably" made "no concrete and immediate solutions to date".
"Apple has propose to address those concerns," the statement reads. "However, no firm commitment and no timing have been provided for the implementation of such possible future changes."
The response from Apple defends its current strategy claiming it already goes "far beyond the features of others in the industry" and that the iPhone and iPad manufacturer "takes great pride in leading the industry in parental controls that are incredibly easy to use".
Currently the Apple App Store has a Kids Section with stronger protections design for children under 13.