European Watchdog Takes Aim at In-Game Purchases

European watchdog takes aim at in-game purchases. Image credit: Epic Games

The European Consumer Organisation (BEUC) and 22 member countries in Europe filed a complaint with the European Commission and the European Network of Consumer Authorities this week, claiming that several major game developers and publishers are engaging in misleading tactics to trick consumers into spending money in the popular games, Reuters reports.

Companies named in the complaint include Epic Games (Fortnite, Rocket League), Electronic Arts (EA FC 24, Madden NFL 25), Roblox, Microsoft-owned companies Activision Blizzard (Call of Duty, World of Warcraft, Overwatch 2 maker) and Mojang Studios (the developer behind Minecraft), Tencent-owned developer Supercell (Brawl Stars, Clash of Clans, Clash Royale, and Hey Day maker) and Ubisoft (Rainbow Six Siege and Assassin’s creed series developer and publisher).

The complaint alleges that these and other companies are using “manipulative spending tactics” that compel gamers (specifically younger gamers) to buy in-game items using virtual currencies.

BEUC said in its complaint that children in Europe spend an average of around €39 ($43 USD) a month on in-game purchases, but are overspending because in-game items are not showing the value/cost of purchases in real-world currency. BEUC claims that these companies are breaching European Union consumer protection laws and call for more transparent messaging on pricing in real-world currency in games.

In a statement, BEUC Director General Agustin Reyna said the following:

“BEUC’s members have identified numerous cases where gamers are misled into spending money. Regulators must act, making it clear that even though the gaming world is virtual, it still needs to abide by real-world rules.

“Today, premium in-game currencies are purposefully tricking consumers and take a big toll on children. Companies are well aware of children’s vulnerability and use tricks to lure younger consumers into spending more.” 

The European Commission confirmed with Reuters that it had received the complaint and was currently analyzing it.