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Get Smart about PLAY


Ukie launches Get Smart about PLAY

Get Smart about PLAY is a campaign that seeks to encourage parents and care givers to use tools on devices to help manage spend, screen time and access to content.

The campaign, which is being fronted by former footballer and TV pundit Rio Ferdinand, will do so with the help of their PLAY code which stands for:

P - Play with your kids. Understand what they play and why.
L - Learn about family controls. Visit for simple guides.
A - Ask what your kids think. Discuss ground rules before setting restrictions.
Y - You’re in charge. Set restrictions that work for your family.

The aim of the campaign is to empower care givers to manage play in the way that works for their families, as well as demonstrating that as an industry we take our responsibility to all our players seriously.

The campaign launched today and there will be activities running throughout the year. Visit to find out more.
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