New EU guidelines demand transparency for in-game purchases 

Game developers and publishers in the EU must now clearly display the real cost of microtransactions involving virtual currencies or risk violating new guidelines. 

This comes after the European Commission’s Consumer Protection Cooperation (CPC) Network outlined key principles to protect European consumers in video games to ensure compliance with EU consumer protection laws. 

The CPC's principles focus on price transparency and prohibiting unfair practices, such as exploiting cognitive biases to prompt overspending or leaving players with unnecessary virtual currency. The new principles includes: 

1. Price indication should be clear and transparent.
2. Practice 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.

Creating a safe gaming experience

Shortly after it revealed the new principles, the CPC launched an enforcement action against Star Stable Entertainment over the lack of transparency in Star Stable Online. The company has one month to address the CPC’s concerns and propose solutions.

The CPC said it will “monitor progress and may take further actions if harmful practices continue." 

“The key principles published today address concerns raised by the European Consumer Organisation (BEUC)," the CPC wrote. “They will help create a safer, more transparent experience for players. 

“The European Commission will be hosting a workshop where gaming companies operating in the EU will be encouraged to present concrete steps, they will take to implement these key principles.”