EU Cracks Down on Unfair Virtual Currency Practices in Games Targeting Children

The European Commission and the Consumer Protection Cooperation Network (CPC) are joining forces to make online gaming safer for children, particularly in the use of virtual currencies. Following recent enforcement action against Star Stable Entertainment AB, they’ve introduced a set of key principles aimed at improving transparency and consumer protection in the gaming industry.

Star Stable Online Faces EU Action Over Unfair Commercial Practices

On March 21, 2025, the European Commission launched formal enforcement proceedings against Star Stable Entertainment AB, the company behind the popular online game Star Stable Online. The move followed a complaint by the Swedish Consumers’ Association, which raised concerns about the game’s marketing and in-game purchasing strategies.

The investigation found several problematic practices, including manipulative pressure tactics, unclear pricing, and the use of influencer marketing targeting children—practices that may lead young players to spend more than intended.

Another significant concern was the lack of transparency in influencer promotions, with the company failing to ensure that paid partnerships were clearly disclosed. Star Stable Entertainment AB now has one month to respond in writing and address the issues raised.

New EU Guidelines Aim to Protect Children in Online Games

As part of its broader effort to promote safer online gaming, the CPC Network has introduced a set of key principles to help the industry comply with EU consumer protection laws.

These include:

• Clear and transparent pricing for virtual items
• Avoidance of hidden costs and misleading in-game offers
• Respecting consumers' rights, including the right of withdrawal
• Special protections for vulnerable users, particularly children

The goal is to prevent gaming companies from exploiting young players through aggressive or misleading monetization tactics.

To reinforce these standards, the European Commission will soon host a workshop with gaming companies to discuss necessary improvements. If companies fail to comply, regulators are ready to take further enforcement action.