European Commission Targets Exploitive Virtual In-Game Currency Practices

Today, the European Commission and the Consumer Protection Cooperation Network have released a fresh set of directives concerning the acquisition of in-game virtual currencies. These latest guidelines stem from findings by the CPC Network that a game developer was involved in practices considered potentially harmful to minors.

The European Commission Has Launched a Probe into Star Stable Online

On March 20th, as reported by The CPC Network, Star Stable Entertainment AB’s business strategies within their game, Star Stable Online, were labeled as “especially detrimental to children.” The practices under scrutiny are said to involve direct appeals to children in advertisements, employing manipulative tactics, insufficiently providing clear and transparent information, and neglecting to disclose commercial content by influencers endorsing the product.

The creators of the popular horse-collecting and racing game for kids have been given a month to tackle concerns raised by the CPC Network. These concerns have led the CPC Network to recognize “the importance of enhanced consumer protection for European users.” In response, they’ve outlined seven fundamental principles concerning in-game virtual currencies.

  1. “Price indication must be clear and transparent.” This effectively requires games to list the real-world money equivalent on any in-game virtual currency or in-game digital content.
  2. “Practices obscuring the cost of in-game digital content and services should be avoided.”
  3. “Practices that force consumers to purchase unwanted in-game virtual currency should be avoided.”
  4. “Consumers should be provided with clear and comprehensive pre-contractual information.”
  5. “Consumers’ right of withdrawal should be respected.”
  6. “Contractual terms should be fair and written in plain and clear language.”
  7. “Game design and gameplay should be respectful of different consumer vulnerabilities.”

The CPC Network expresses that these guidelines aim to foster a safer, more open environment for gamers, while they remain vigilant in overseeing EU gaming corporations. Should harmful behaviors persist, additional measures may be implemented. Notably, all these newly enacted principles are rooted in existing EU consumer laws.

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2025-03-22 00:48