Google has agreed to stop labelling games with in-app purchases as 'free', in response to criticism from the European Commission.
From September, the Android-owner will change the way so-called 'freemium' apps are listed, which are free to download but contain added paid-for extras.
The Commission has been pressing Google and Apple to make changes to the way apps are labelled, over fears children are being targeted and consumers are being misled.
As well as scrapping the 'free' title, Google has now agreed to devise new guidelines for developers to avoid encouraging children and will also add approval prompts to all apps by default.
While Google has been praised for the move, Apple has come under fire for not committing to a solution.
"Regrettably, no concrete and immediate solutions have been made by Apple to date to address the concerns linked in particular to payment authorisation," the Commission said in a statement.
"Apple has proposed to address those concerns. However, no firm commitment and no timing have been provided for the implementation of such possible future changes."
Apple believes its current strategy is efficient and goes "far beyond the features of others in the industry".
"Apple takes great pride in leading the industry in parental controls that are incredibly easy to use and help ensure a great experience for parents and children on the App Store," the iPhone maker said in response.
"The parental controls in iOS are strong, intuitive and customisable. And over the last year we made sure any app which enables customers to make in-app purchases is clearly marked.
"We've also created a Kids Section on the App Store with even stronger protections to cover apps designed for children younger than 13.
"These controls go far beyond the features of others in the industry. But we are always working to strengthen the protections we have in place, and we're adding great new features with iOS 8, such as Ask to Buy, giving parents even more control over what their kids can buy on the App Store.
"Our goal is to continue to provide the best experience for our customers and we will continue to work with the EC member states to respond to their concerns."
