The European Consumer Organisation (BEUC) has lodged a formal complaint against video game publishers, accusing them of employing deceptive tactics related to in-game purchases. The complaint, submitted on behalf of consumer groups from 17 countries, alleges that these publishers are misleading consumers—particularly children—into spending excessive amounts on digital goods.

Concerns Over In-Game Purchase Practices

According to BEUC, the in-game purchase sector, which generates over $50 billion in annual revenue globally, often obscures the true costs of digital items. This lack of transparency makes it difficult for consumers to fully understand their spending. The organization highlights that children are especially susceptible to these tactics, with young gamers spending an average of €39 per month on in-game purchases.

Popular games such as Fortnite, Clash of Clans, Minecraft, and EA Sports FC 24 are specifically mentioned in the complaint.

BEUC’s Recommendations for Greater Protection

In response to these concerns, BEUC is calling on European regulators to implement stricter measures to protect consumers. The organization advocates for the banning of paid in-game currencies, which it argues are used to hide the real cost of in-game items and services. This recommendation follows the conclusions of the Digital Fairness Fitness Check, updated in August.

Additionally, BEUC is pushing for stricter age ratings for games featuring in-game purchases, increased transparency about costs, and clearer warnings when players are about to make a purchase.

“Companies should not be allowed to bend the rules to maximize profits. Consumers deserve transparency, and children, in particular, must be safeguarded against exploitative practices,” said Agustín Reyna, BEUC’s director general. “The virtual gaming world must adhere to the same real-world rules of consumer protection.”

Gaming Industry’s Response

The gaming industry has countered these claims, with Video Games Europe, a trade association representing major video game companies, defending the use of in-game currencies. The group argues that in-game purchases are a standard practice and that developers adhere to European consumer laws. It also points out that many games are available for free, allowing players to try them before making any purchases, and that the industry follows the PEGI Code of Conduct to ensure the costs of in-game currencies are clear at the point of sale.

Despite the industry’s defense, BEUC’s complaint highlights ongoing controversy regarding in-game purchases, especially concerning their impact on younger consumers. A 2023 European Parliament report reveals that over half of all EU consumers regularly play video games, with 84% of children aged 11 to 14 engaging with games on mobile or other devices. Given children’s lower financial literacy and limited funds, the issue of in-game currencies is a significant concern for regulators and consumer advocates.

This is not BEUC’s first action against digital currencies in apps; in 2021, the organization filed a complaint against TikTok for its use of virtual currency, resulting in changes to how purchases were displayed.

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