Activision Blizzard UK Ltd said the ad had been reviewed by Clearcast, which provides pre-clearance of TV advertising, and had been approved with an "ex-kids" timing restriction.
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According to James’ office, Valve facilitates and even assists third-party marketplaces in their operations, based on its investigation. Engadget has asked Valve for a statement about the lawsuit, but we have yet to hear back. However, the company previously denied being involved with third-party marketplaces that allow the sales of its game items for real-world money. In a response to an inquiry by the Danish Gambling Authority, Valve explained that those third-party websites create sock puppet accounts to sell and receive items on Steam in exchange for cash. “[T]his behavior is in violation of our terms of service,” Valve said.