EU Authorities Intervene to Curb Harmful In-Game Practices Targeting Children
The European Commission and the Consumer Protection Cooperation Network, composed of national consumer protection authorities across the EU, are jointly investigating Star Stable Entertainment AB over commercial practices in its online game that may breach EU law and exploit children’s vulnerabilities.
CPC Investigates Game Developer Following Complaint in Sweden
Star Stable Entertainment AB, the studio behind Star Stable Online, is under investigation by the EU’s Consumer Protection Cooperation (CPC) Network, after concerns were raised about the game’s monetisation model and marketing strategies aimed at children. The action follows a complaint filed by the Swedish Consumers’ Association.
Authorities have requested the company address practices identified as potentially illegal under EU consumer protection law. These include direct appeals to children to buy virtual currency or ask adults to buy it for them, and the use of time-limited offers designed to create pressure to spend quickly.
Additionally, the CPC flagged a lack of clear information—specifically tailored to children—about how in-game purchases work and how much they cost. Influencer marketing practices were also scrutinised, particularly when commercial partnerships are not disclosed in a transparent way.
The developer has one month to respond and propose measures that align with EU consumer protection standards.
New Guidelines Set Expectations for Virtual Currency Use
Alongside the enforcement action, the CPC Network has introduced a set of key principles to ensure that the use of virtual currencies in games meets baseline consumer rights. These guidelines call for clear pre-purchase information, transparent pricing, and a ban on tactics that hide or obscure the true cost of in-game purchases.
Protecting minors is a central focus. The principles urge developers to design digital environments that do not take advantage of children’s limited understanding of commercial manipulation.
The guidance, which responds to concerns raised by the European Consumer Organisation (BEUC), is intended to help game developers operate in line with EU law. A follow-up workshop organised by the European Commission will invite companies to present concrete compliance plans.
Enforcement May Escalate if Industry Fails to Adapt
The CPC Network will continue to monitor how gaming companies implement these principles. If harmful practices persist, further regulatory action is on the table.
This move is part of a broader EU push to ensure digital content providers, including those in the gaming sector, uphold consumer protection rules. Upcoming consultations on the Digital Fairness Act will further address challenges related to fairness and transparency in digital services.