The European Union has rolled out new regulations to make in-game purchases more transparent, especially in games marketed to children. These changes were triggered by a complaint about Star Stable, a popular free-to-play horse game among kids.
Real Money, Real Prices
Under the fresh rules from the EU’s Consumer Protection Cooperation Network (CPC), game publishers now have to show the actual cost in euros right next to those virtual currency prices. So when a game tries to sell you a fancy outfit for “500 gems,” you’ll also see exactly how many real euros that will cost you.
This applies to everything in a game’s store – even stuff you could technically earn by playing. The point is to help players (and parents) understand what they’re really spending.
Putting an End to Sneaky Tactics
The EU is taking aim at some pretty common tricks game companies use:
- No more selling currency in awkward amounts that leave you just short of what you want to buy
- Banning those confusing systems where you buy one currency just to buy another
- Making sure you can get refunds for up to 14 days after buying in-game currency
- Stopping those “Limited time only!” offers designed to make kids panic-buy
This second point addresses a widespread industry practice. For instance, League of Legends sells its RP currency in packages that often don’t align with the cost of popular items, forcing players to purchase more currency than they actually need.
As the CPC guidelines plainly state, companies shouldn’t be “designing video games in ways that force consumers to spend more real-world money than needed.”
Looking Out for the Kids
These rules are about protecting younger gamers who might not fully grasp what they’re spending.
Commissioner for Consumer Protection Michael McGrath put it this way: “Children spend a lot of time online, gaming and interacting on social media. This makes them an attractive target for traders and advertisers. It is crucial to ensure a safe online environment.”
When Will This Happen?
While these changes won’t happen immediately across all games, the EU is pushing strongly for implementation. Star Stable, the game that triggered this reform, has been given one month to respond and show its commitment to addressing these issues like:
- Ads that directly pressure kids to buy stuff
- Those countdown timers designed to rush purchases
- Confusing information about game currencies
- Influencers who don’t properly disclose when they’re being paid to promote the game
Big Changes Coming
Set to take effect in early 2025, these regulations will impact every developer selling microtransactions in EU countries. The European Commission is planning a workshop where gaming companies can share how they’ll implement these changes.
And while these rules technically only apply in Europe, they’ll likely influence how games handle money matters worldwide.
For those interested in more details, the full list of principles is available on the EU’s official website.
