European Commission targets in-game currency in children's video games
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The European Commission announced on Friday a new consumer protection probe into Star Stable Online, a children's video game where players explore an online world by riding horses and competing with friends in obstacle races.
However, players who spend real money gain advantages within the game.
To acquire items, players – mostly children – must exchange real money for in-game currency, known as "star coins".
The European Commission, in collaboration with the Consumer Protection Cooperation Network (which brings together consumer protection organisations from member states), has
requested information from Swedish game developer Star Stable Entertainment AB
to understand their commercial practices.
The Swedish Consumers' Association claims that several of these practices violate EU consumer protection laws, citing pressure to buy through advertisements, lack of transparency in transactions, and the use of influencers to promote products to children.
European Union flags blow in the wind as pedestrians walk by EU Commission headquarters in Brussels, 20 September, 2023
AP Photo
In a statement, the EU consumer protection group noted: "Consumers – especially children and teenagers who are regular video game users – remain very vulnerable to such manipulative and unfair practices," welcoming the Commission's first steps.
The company has one month to respond to the request for information.
Meanwhile, the Commission has issued guidelines on the use of in-game currency in video games, emphasising the need for clarity, respect for withdrawal rights, and avoiding pressure, particularly with vulnerable users such as children.
"Children spend a lot of time online, gaming and interacting on social media. This makes them an attractive target for traders and advertisers," said Michael McGrath, Commissioner for Justice and Consumer Protection.
"It is crucial to ensure a safe online environment for consumers, particularly children, so they can enjoy gaming without facing unfair practices."
In the press release, the European Commission clarified that it will "continue to examine these topics in the context of forthcoming consultations on the Digital Fairness Act".
The Act, currently under development, aims to close gaps in existing rules. Expected in mid-2026, consultations with stakeholders will begin next spring.
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