EU Consumer Authorities Target Nine Game Companies Over In-Game Currency

The Consumer Protection Cooperation (CPC) Network, coordinated by the European Commission, launched EU-level coordinated actions against nine video game companies on 2026年9月30日, concerning commercial practices related to in-game virtual currencies, the Commission announced. The actions aim to strengthen the protection of gamers’ rights.

The investigations concern Crytek GmbH, InnoGames GmbH, King.com Operations (Malta) Limited, Mojang AB, Plarium Europe S.à r.l., PLR Worldwide Sales Limited, Riot Games Limited, Supercell Oy, and Ubisoft EMEA SAS.

The announcement identified the games Hunt: Showdown 1896, Forge of Empires, Candy Crush Saga, Minecraft, Mech Arena, Gardenscapes, Valorant, Clash of Clans, and For Honor as requiring further assessment following a market check. The companies are suspected of using commercial practices that may breach EU consumer law in several games in relation to in-game virtual currencies.

The Key Principles Behind the Actions

The actions follow up on the Key Principles on in-game virtual currencies, a set of guidelines on EU consumer law promoting transparency and fairness in the use of virtual currencies. The CPC Network adopted the principles under the lead of the Netherlands Authority for Consumers and Markets and the Norwegian Consumer Authority, with Commission coordination, and published them on 2025年3月21日. The principles outline minimum requirements and best practices for the purchase and use of virtual currencies, and they also address concerns raised by the European Consumer Organisation (BEUC), according to the Commission’s coordinated actions page.

The page describes the principles as designed to help the gaming industry adapt its practices and codes of conduct, better protect consumers, and create a safer and more transparent experience for players. After their adoption, the network and the Commission invited the industry to present concrete actions to comply with the principles and ensure their implementation. In 2025, the network opened a dialogue with the video games industry to ensure alignment. The Commission said the dialogue did not bring satisfactory results, so the network proceeded with a market check and identified several games requiring further assessment. Compliance issues in the sector are being addressed through coordinated enforcement actions.

The September 30 actions aim to ensure that the following principles are applied:

• Clear and transparent pricing: show the real-world price of the in-game items and currencies consumers need to buy to play the game.
• No obscured costs: avoid multiple currencies or currency exchanges that make the real price unclear.
• No forced currency purchases: players should not feel obliged to buy an excessive amount of virtual currencies to progress or enjoy the game.
• Clear pre-purchase information: players must have access to easy-to-understand information before purchasing in-game virtual currencies or in-game items.
• Right of withdrawal: players should be informed about their right to withdraw from contracts within 14 days, including for unused virtual currency.
• Fair terms: the games’ terms and conditions should be fair and clear for players.
• Protection of vulnerable consumers: games should offer appropriate safeguards to all consumers, including vulnerable users such as children.

Also on 2026年9月30日, the CPC Network adopted a Joint Statement on Stronger Consumer Protection in Video Games across the EU market, setting out a common approach to protecting gamers’ consumer rights. The coordinated actions form part of the strategy set out in the statement. The Commission’s page says the approach will benefit players, build trust, provide support, and ensure sustainable growth of the industry.

Parallel Action Involving Activision Blizzard

Alongside the nine coordinated actions, the CPC Network is conducting a parallel action with Activision Blizzard UK Limited to ensure compliance with EU consumer law in Diablo Immortal and Call of Duty Mobile. The examination covers how in-game virtual currencies are sold, how gamers’ personal data are collected, whether the games have addictive designs, the standard settings for parental control, direct marketing to children, the display of pre-contractual information, and the blocking of gaming accounts.

The Commission’s coordinated actions page records that this action, concerning Microsoft Corporation and Activision Blizzard, was launched in early 2026 and that dialogue with the companies is ongoing. If the concerns raised remain, CPC authorities may consider enforcement measures at national level.

The CPC Network is composed of national authorities responsible for the enforcement of EU consumer protection laws. Working together under Commission coordination, the authorities act against consumer law breaches that affect many people and involve more than one member state.

Michael McGrath, the Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection, said roughly half of Europeans play video games. “The game must be fair, and the rules must be respected,” McGrath said. “National authorities, with the support of the Commission, will make sure they are enforced.”

The CPC Network has initiated a dialogue with the individual companies named in the September 30 actions. Failure to address the concerns raised may lead to enforcement measures by national authorities to ensure compliance, the Commission said.