The European Commission has initiated actions against nine video game companies, citing concerns over the transparency and fairness of their in-game currency and transaction systems. This move, launched on September 29, 2026, follows up on the Consumer Protection Cooperation Network’s "Key Principles" established in March 2025.
Despite extensive discussions between the CPC Network and the gaming industry, the Commission noted a lack of substantive changes in many companies' practices. In a joint statement, the CPC Network and the European Commission publicly urged companies like Activision Blizzard UK, Mojang AB, Riot Games Limited, Supercell Oy, and Ubisoft EMEA SAS to align their in-game currency and transaction systems with the established guidelines.
The Commission highlighted that some games directly encourage children to make purchases, which contravenes EU consumer protection law. The aim is to prevent players, particularly children, from being misled into spending more money or time than intended.
The focus of these new actions centers on seven core principles. These include providing clear and upfront pricing for in-game items, avoiding obscured costs through complex currency exchanges, not compelling players to buy excessive amounts of virtual currency to progress, offering clear information prior to any purchase, respecting a consumer's right to withdraw from contracts within a two-week period, and ensuring fair and understandable terms of service. The guidelines also emphasize the protection of vulnerable consumers.
"Roughly half of Europeans play video games, making gaming a major part of our digital economy and everyday lives," stated Michael McGrath, Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection. "With that reach comes responsibility. The industry must ensure that its games do not expose players — especially children — to harmful or unfair practices. The game must be fair, and the rules must be respected. National authorities, with the support of the Commission, will make sure they are enforced."
This action by the EU comes after the circulation of documents outlining The EU Kids Act, proposed legislation that would mandate age verification for certain online services, including multiplayer games deemed risky for minors.