This Practice Note discusses the key legal and commercial issues relevant to in-app purchases and consumer protection. It examines the relevant background and terminology, examines the current consumer protection framework applicable to in-app purchases, and also looks at future developments, non-binding industry guidance that may be applicable, and best practice tips for developers. Mobile applications (apps) have become as ubiquitous as the smartphones, tablets and other mobile computing devices that support them. With the growth in the popularity of apps, developers have increasingly sought ways to earn revenue from the often large user bases that their apps support. In-app purchases, where developers charge users for content within apps, rather than (or in addition to) the app itself, have become common. Developers have however been criticised for failing to ensure that their in-app purchase mechanisms are transparent and consumer friendly. This Practice Note: • examines the relevant background and terminology from a UK consumer law perspective • examines the current UK consumer protection law framework applicable