EU accuses Epic, EA and more of misleading gamers with in-app purchases

Epic Games, Electronic Arts, Roblox, Microsoft, Activision Blizzard, Mojang Studios, Supercell and Ubisoft are the targets of a new mobile gaming consumer complaint filed by the European Consumer Organization (BEUC) with the European Commission and the European Network of Consumer Authorities. In short, BEUC accuses the companies of misleading players into spending money on in-app purchases with misleading marketing tactics.

As part of the complaint, BEUC published a 36-page report detailing the allegations. The report accuses the video game companies of using “harmful commercial practices” including loot boxes, misleading designs, in-game premium currency and aggressive marketing to trick players, particularly children, into making in-app purchases.

“BEUC members have identified numerous cases where gamers are being tricked into spending money,” BEUC Director General Agustin Reyna said in a statement. “Regulators must step in and make it clear that even though the gaming world is virtual, it still has to play by the rules of the real world. Today, premium in-game currencies are deliberately misleading consumers and taking a heavy toll on children. Companies are well aware of how vulnerable children are and are using tricks to entice younger consumers to spend more.”

Video Games Europe, which represents many of the EU’s video game companies, criticized the complaint in a statement of its own, via TechCrunch. The coalition also noted that the mobile games can be played without spending any money.

“The purchase of in-game currency is a well-established practice, and is well understood by players. Our members always respect European consumer laws in the way they offer these purchases… Video Games Europe and its members support and promote fair and transparent principles for purchases of in-game content, including in-game currency.”

BEUC is a consumer organisation and therefore cannot make rules for its member states. However, the report does suggest possible legal solutions, including a ban on in-game and in-app purchases by underage players and a ban on in-game premium currency. Whether the European Network of Consumer Authorities will follow any of these recommendations remains to be seen.