EU Consumer Protection Network Takes Action Against Game Companies

The EU's Consumer Protection Cooperation Network (CPC) has launched coordinated enforcement actions against several major game companies, including King, Supercell, Mojang, Riot Games, Activision Blizzard, and Ubisoft, focusing on how they sell and handle in-game virtual currencies. The CPC noted that a significant number of video game companies have made no substantive changes to their practices since the publication of non-binding Key Principles on in-game currencies in March 2025, despite extensive discussions with industry bodies. The coordinated actions particularly target compliance issues related to variable reward systems, such as loot boxes, dark patterns, and other harmful influencing techniques, as well as practices that directly encourage children to spend money, which EU law already prohibits. Video Games Europe and the European Game Developers Federation have pushed back against the CPC's actions, arguing that the CPC's core legal framing is flawed, as in-game currencies are not digital representations of value comparable to cryptocurrencies. They have been requesting clarification on the legal basis for this classification since spring 2025 without receiving a response. In a separate proposals document submitted to the CPC, the two bodies outlined six commitments the industry is willing to make, including clearer real-money pricing on virtual currency, refunds for wholly unused bundles within 48 hours even where withdrawal rights have been waived, 30 days notice before removing purchased content, and child-safety measures like parental controls and reimbursement for unauthorized purchases made by minors. They state they are ready to implement these changes provided that the legal uncertainties are addressed.