SOE Sony Online Entertainment, LLC misleading online gaming charges charged to children San Diego, California

My 12 year old son signed onto www.starwarsclonewars.com, which advertises to kids on popular free websites that they allow free game play, etc...  At some point they asked for a credit card and made it appear he needed to add just to get signed onto website.  He entered his debitcard which was obtained when we recently set up a checking account for him.  He only logged onto the account on 4 separate days, on none of which did it appear that he was being charged for being online.  he was charged over $240 in $10 and $20 chunks, w/ $5.99 charges thrown in on two of these days.  I am filing an objection to the charges, but shame on these companies for being misleading to kids and advertising free play.