Seven major gaming companies – including Epic Games, Electronic Arts and Roblox – have been accused by the European Consumer Organization (BEUC) of tricking consumers into spending money.
BEUC filed the complaint today alongside the European Commission and the European Network of Consumer Authorities, which also targets Activision Blizzard, Mojang Studios, Supercell and Ubisoft.
The complaint highlights how consumers are regularly “duped” into overspending for in-game currency due to deceptive tactics.
To address the issue, the BEUC recommended banning paid currencies in games and apps, or banning access to these systems for under-18s, while providing “better consumer protection” by clarifying legal rights.
“The online world brings new challenges for consumer protection and should not be a place where companies bend the rules to increase profits,” said BEUC CEO Agustin Reyna. “Regulators need to act and make it clear that even though the gaming world is virtual, they still have to follow the rules of the real world.
“Premium in-game currencies today are purposefully deceiving customers and taking a heavy toll on children. Companies are well aware of children's vulnerability and use gimmicks to entice younger consumers to spend more.”
In response, Video Games Europe said in a statement to TechCrunch that its members “always respect European consumer laws” in relation to in-game currency and purchases.
“Players can experience full games without spending any money, giving them the opportunity to experience the games without any upfront cost or commitment,” the statement said. “Video Games Europe and its members support and enforce fair and transparent policies for the purchase of game content, including in-game currency.
“The PEGI Code of Conduct requires developers to ensure that the actual cost is clear and unambiguous at the time of purchase of in-game currency.”
Game companies have faced similar complaints for years, such as criticism of EA and its use of loot boxes in FIFA's Ultimate Team mode. EA faced a class-action lawsuit in 2020 over said loot boxes, which claimed the company violated gambling laws.
In 2022, Epic was ordered to pay $520 million to settle allegations from the US Federal Trade Commission that it “duped users into unwanted fees” in violation of the Children's Privacy Act.