Protection of children from harmful practices in video games
Commission and national authorities take action to protect children from harmful practices in video games
Coordinated by the European Commission, the Consumer Protection Cooperation Network (CPC) has launched an enforcement action against Star Stable Entertainment AB to ensure a safer, more transparent experience for players of the Star Stable Online game. In addition, the CPC Network is presenting today key principles to help the gaming industry comply with the EU consumer protection rules related to in-game virtual currencies.
Coordinated enforcement action against Star Stable Entertainment AB
Following a complaint by the Swedish Consumers’ Association, the CPC Network, coordinated by the Commission, has launched a coordinated action requesting Star Stable Entertainment AB to provide information on commercial practices that children might encounter in their game, Star Stable Online. The CPC Network’s assessment of the reply provided by the company identified a number of practices that violate EU consumer protection legislation and that could be particularly harmful to children, such as:
- direct appeals to children in the advertisements, urging them to buy, or persuade adults to buy for them, in-game currency or items;
- the use of pressuring techniques such as ‘purchase through time-limited practices’ to unduly influence children to purchase in-game virtual currency or in-game content;
- a lack of clear and transparent information, adapted to children, about buying and using in-game virtual currency, leading consumers to spend more than they intend to;
- failure by the company to ensure that the influencers promoting their products clearly disclose commercial content and do not unduly influence children with their marketing techniques.