Dutch ad regulator rules against My.Games over in-game purchase disclosures

Dutch advertising watchdog Stichting Reclame Code, has partially upheld a complaint against My.Games over how the company communicates information about in-game purchases to users.

As reported by Gamesindustry.biz, the complaint focused on the mobile title Rush Royale: Tower Defense TD, alleging violations of Article 7 of the Dutch Advertising Code (NRC) and specific provisions of the Children and Youth Advertising Code (KJC).

The complaint raised several issues with the game, including the lack of disclosure about loot boxes on the App Store page, failure to display loot box probabilities, and the absence of euro pricing alongside virtual currency for in-game purchases. 

It also criticised the use of potentially misleading language implying paid items could be free, the failure to disclose in-game advertising and advertiser identities, and the presence of referral features that could encourage children to promote the game themselves.

My.Games appealed the decision twice, but the Dutch advertising regulator ultimately upheld the key points of the complaint regarding transparency around loot boxes and in-game purchases. 

However, the SRC dismissed the claim that the game encouraged children to make purchases in its full statement. 

Taking action 

The SRC chairman urged My.Games to comply with the Dutch Advertising Code for loot box advertising and follow the Children and Youth Advertising Code for in-game ads and features that may prompt kids to promote the game.

“We are aware of the SRC chairman's conclusion regarding this matter, which we received one week ago," said My.Games in a statement. 

"Since receiving the complaint, we have been in active dialogue with the SRC to define the right approach to the requested changes – one that both complies with regulations and respects the core experience of the game.

"Most of the concerns raised have already been addressed in the game, and we are continuing to work on implementing the remaining adjustments. 

“We are committed to providing a responsible and enjoyable experience for our players and are working actively to ensure compliance with all applicable requirements." 

The complaint against My.Games was filed by video game legal expert and GI.biz contributor Leon Y. Xiao on behalf of a child. 

Xiao explained that the Dutch Authority for Consumer & Markets (ACM) issued guidelines in 2020 to help game companies comply with existing EU consumer protection laws. 

In 2024, he reviewed top iPhone games in the Netherlands and found that many, including My.Games' Rush Royale, failed to meet these standards. 

Since official regulators like the ACM aren’t required to act on complaints, Xiao turned to the advertising self-regulator SRC, which is more likely to take action.