The European Commission is taking action against nine video game companies over their digital currency and pricing of in-game items with the goal of protecting players’ rights.
Launched on September 29, 2026, these actions are a follow-up to the Consumer Protection Cooperation Network’s Key Principles on in-game virtual currencies, which are a set of guidelines released in March 2025 that “promote transparency and fairness” for in-game currency and transactions.
These Key Principles guidelines were reached after the CPC Network had extensive discussions with game studios and publishers — but despite these talks, it found indications that a “high number of video game companies” hadn’t made any substantive changes to their games as a result of its public guidance, “nor as a result of the extensive talks between the CPC Network and the gaming industry that have taken place over the course of the past years.”
The CPC Network name-dropped these companies in a joint statement with the European Commission on September 30, publicly asking that they bring their in-game currency and transaction systems in line with their guidelines. These companies include Activision Blizzard UK, Mojang AB, Riot Games Limited, Supercell Oy, and Ubisoft EMEA SAS.
“Some video games directly exhort children to make purchases, despite an explicit prohibition in EU consumer protection law. Consumers across Europe should be able to play and interact with video games without being tricked into spending more money or time on video games than they want,” the CPC Network’s joint statement reads.
As outlined by the European Commission, its newest actions focus on seven core principles: providing clear and transparent pricing, not obscuring costs, not forcing unwanted currency purchases, providing clear information before the purchase, respecting the right to withdraw, using fair and understandable terms, and protecting vulnerable consumers.
The European Commission says that games must now show the actual, real-world price of in-game items that players are able to buy using virtual currency. Additionally, games must not require players to jump through hoops with currency exchanges or use multiple currencies, which would make the actual cost of these items unclear.
On top of that, games must not make players “feel obliged to buy an excessive amount of virtual currencies to progress or enjoy the game,” and they should be allowed to withdraw from any contracts within a two-week period, including for “unused virtual currency.”
“Roughly half of Europeans play video games, making gaming a major part of our digital economy and everyday lives,” Michael McGrath, Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection, said in a statement.
“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 is the latest big swing from the EU in the video game space after documents outlining the The EU Kids Act was shared online. This proposed legislation would require age verification for several online services, including certain multiplayer games that are “risky to minors.”
Image Credits: Unsplash.com – Matteo, Jonathan Borba
Virginia (she/her) is IGN’s News Editor. With ten years of experience reporting on games and entertainment, she’s got a storied background in the fighting game community, influencer news, and viral online trends. Find her on Twitter at @TheeMissGlaze.
