EU regulators launch action against nine gaming companies
European consumer authorities want clearer prices and better protection against misleading purchases in games.
European consumer authorities have begun coordinated action against nine gaming companies. They are examining virtual currencies, hidden costs and techniques that may encourage players to make unwanted purchases.
The action began on 30 September within the European network of national consumer authorities, the CPC network. According to the European Commission, the approach should strengthen players’ rights and ensure that gaming companies provide consumers with clearer information before they buy anything.
A central issue is price. In many games, players pay with virtual coins, gems or other digital currencies. Regulators want it to be clear how much a purchase costs in real currency and want providers not to hide additional costs in the purchasing process.
The authorities are also examining how purchases are offered. A game must not pressure consumers into quickly buying virtual currency, for example through unclear time limits or an offer whose terms only become visible after payment. The terms must also be understandable.
The European authorities also point to the right of withdrawal for digital content and services. Whether a consumer retains that right may depend on how the purchase and use of the digital content are arranged. Gaming companies must provide clear information about this in advance.
The Dutch Authority for Consumers & Markets has already put European research into loot boxes and virtual currencies at an international game provider on its agenda for 2026. The ACM is working with the European Commission and other national regulators on this.
The action does not mean that all the companies involved have already committed an infringement or will receive a fine. Regulators must first gather information and assess whether companies need to change their practices. Possible measures will depend on the findings and on national and European consumer rules.
For the sector, the approach could affect business models that rely heavily on microtransactions. For players, the action mainly means that regulators are placing greater emphasis on transparent prices, voluntary purchases and additional protection for minors. The precise companies and possible next steps have not yet been disclosed in all public sources.
One story, several perspectives
What is established
- The CPC network is a partnership of European consumer authorities.
- The action focuses on transparent prices, purchase terms, rights of withdrawal and protection for vulnerable consumers.
- The ACM has identified European oversight of loot boxes and virtual currencies in games as a focus for 2026.
Left
Arguments The government should actively protect players, especially minors, against business models that exploit pressure, unclear prices and vulnerability. Strict oversight and enforceable standards are necessary because individual consumers have little power compared with large international platforms.
Values Consumer protection, balanced power relations and the protection of children.
Consequences Stricter rules may restrict certain business models, but from this perspective they reduce the risk of problematic spending and deception.
Centre
Arguments Existing consumer rules should be applied consistently and clarified where necessary. A European approach prevents fragmentation, while companies retain scope to develop new games and payment models as long as they act transparently.
Values Legal certainty, proportionality and a workable single market.
Consequences Oversight may lead to changes in design and information, without microtransactions being banned altogether.
Right
Arguments Players and parents also have responsibility for purchase settings and supervision. The government should act against genuine deception, but be restrained with broad rules that unnecessarily restrict innovation and commercial freedom.
Values Individual responsibility, freedom of enterprise and limited government intervention.
Consequences A targeted approach with high evidential requirements prevents the entire sector from being burdened by problems at a limited number of providers.
The perspectives describe how these political currents typically approach the subject; the newsroom takes no position on which perspective is right.
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The description is based on a European announcement dated 30 September and the ACM’s public oversight agenda. The article clearly distinguishes between coordinated action and a proven infringement.
- confirmed The CPC network launched coordinated action against nine gaming companies on 30 September. — The European Commission names nine video game companies and gives the start date. source
- confirmed The action focuses on clear prices, hidden costs, purchasing pressure, information and the protection of vulnerable consumers. — These areas of focus appear in the European announcement about the coordinated action. source
- confirmed The ACM has European research into loot boxes and virtual currencies on its agenda for 2026. — The ACM explicitly mentions this in its agenda for 2026. source
- confirmed The action does not automatically mean that all the companies involved have committed an infringement or will receive a fine. — The European announcement refers to coordinated enforcement actions; it does not mention established infringements or fines against all nine companies. source
Editor's note
The coordinated European action against nine gaming companies and the main consumer principles have been confirmed. The names of all the companies involved and any future fines have not yet been publicly established.Sources
- Le autorità per la tutela dei consumatori intensificano le azioni a tutela dei diritti degli utenti di videogiochi — Europese Commissie
- Agenda 2026 — Autoriteit Consument & Markt
- ACM en Europese consumententoezichthouders: gebruik online valuta in games moet duidelijker om consumenten te beschermen — Autoriteit Consument & Markt
More on this in Dutch media
- NU.nl — „games in-game aankopen”
- De Telegraaf — „games in-game aankopen”
- de Volkskrant — „games in-game aankopen”