This is a major reason for parents not to let their children use their smart phones for gaming. Honestly I understand how it is legal but it shouldn't be. The whole free to play concept is misleading and borderline lying, yah you can play some of the content free but the whole game itself isn't free. When you start marketing these products at children you are knowingly tricking them.
This should be false advertising and fraud.
Honestly if I was Nintendo or Sony I would fund a documentary about this. A way of attacking mobile devices, have the documentary created by a prominent film company maybe the guy who made "Super size me" and hire him to make a documentary that shows parents the dangers of free to play content. Invest maybe ten or so million dollars in making this film and use your connections to get studios of major publishers to talk about the free to play model.
Then launch the documentary and finance getting it out there. Maybe a small marketing campaign etc....etc... Make sure the public is aware of what the free to play apps are trying to do. Using the media like this could work majorly in Nintendo and Sony's advantage we all know media is a powerful tool and it has been used against Nintendo in the past.
Fact is the console manufacturers have to show parents and consumers the dangers of supporting these free apps or even free to play games. The dangers of these games on their pocket books and their privacy. I could easily see a very good documentary coming out about the downfall of gaming due to free to play content.
In fact If I had the cash and the resources I myself would be interested in going all Michael Moore on the F2P industry!