The Consumer Protection Cooperation Network (the CPC Network) launched an enforcement action against Star Stable Entertainment AB to ensure a safer and more transparent experience for players of the Star Stable Online game, announced the European Commission, which coordinates the CPC Network, on Friday 21 March.
Following a complaint lodged by the Swedish Consumer Association, the CPC Network asked the Swedish company to provide information on the commercial practices that children might encounter in their Star Stable Online game.
The assessment of the reply provided by the company identified a number of practices that violate EU consumer protection legislation and that could be particularly harmful to children.
These include direct appeals to children in advertisements, urging them to buy or persuading adults to buy in-game currency or items for them, the use of pressuring techniques such as ‘purchase through time-limited practices' to unduly influence children to purchase in-game virtual currency or in-game content. A lack of clear and transparent information, adapted to children, about buying and using in-game virtual currency, leading consumers to spend more than they intend to and failure by the company to ensure that the influencers promoting their products clearly disclose commercial content and do not unduly influence children with their marketing techniques.
Star Stable Entertainment AB has one month to respond to the issues raised and propose commitments to remedy them.
Better regulation of virtual currencies. On the same day, the CPC Network presented principles defining minimum requirements for the purchase and use of virtual currencies, including clear and transparent pricing and pre-contractual information, respect of consumers’ right of withdrawal and consumer vulnerability. The CPC Network also stated that practices that conceal the costs of digital content and services in the game should be avoided, as should practices that force consumers to buy virtual currency.
The European Commission has announced that it will be organising a workshop at which gaming companies operating in the EU will be encouraged to present concrete measures for implementing these principles. The CPC Network will monitor progress and may take further action if harmful practices continue.
To see the principles: https://aeur.eu/f/g25 (Original version in French by Camille-Cerise Gessant)