The EU Consumer Protection Cooperation Network has launched a joint enforcement action against the sales practices of virtual currencies and in-game items by several gaming companies. Titles such as Minecraft, Valorant, and Clash of Clans have been included for further assessment. The action focuses particularly on children and other vulnerable consumers.
The network has proposed seven principles, requiring clear disclosure of the real-world prices corresponding to virtual currencies and items, avoiding the obfuscation of costs through multiple currency exchanges, and not forcing players to purchase more currency than needed. Other principles cover pre-purchase information disclosure, explanations of the 14-day right of withdrawal (including for unused virtual currency), as well as fair and clear terms and appropriate protective measures.
The action involves companies such as Mojang, Riot Games, King, Supercell, Ubisoft, Crytek, InnoGames, and Plarium. Regulators stated that previous dialogues with the industry did not yield satisfactory results, leading to the inclusion of these games for further assessment.
A parallel action targeting Activision Blizzard UK is also underway, involving Diablo Immortal and Call of Duty: Mobile. The review also covers player data collection, design features that may cause addiction, default parental control settings, direct marketing to children, pre-purchase information disclosure, and account bans.
Regulators are also focusing on loot boxes, misleading countdowns, and unsubstantiated claims of scarcity. Although this action has been launched, the inclusion of games in the assessment scope does not mean they have been found to be in violation of the law.