The Australian Competition and Consumer Commission has revealed plans to collaborate with more than 50 consumer protection agencies around the globe to fight against free apps that sell in-app purchases and target children.

Together these agencies are pushing Apple and Google to improve consumer awareness about how these emails operate. The idea is to help parents avoid racking up obscene phone bills from little kids playing with children’s games.

“Consumers need to be aware that ‘free’ may not mean free,” stated Delia Rickard, Deputy Chair of the ACCC. “Games and apps in the ‘free’ area of an online store may be free to download but attract costs for in-app purchases. Some of these apps are marketed for children, who do not connect the game they are playing with spending their parent’s money in the real world.”