The European Commission’s Consumer Protection Cooperation Network (CPC) has initiated an enforcement action against Star Stable Entertainment AB to enhance the safety and transparency of the Star Stable Online game. This action follows a Swedish Consumers’ Association complaint, leading to concerns about the game’s advertising practices, particularly those targeting children.
The CPC identified several harmful practices, including direct appeals in advertisements encouraging children to make purchases or persuade adults to buy in-game items or currency, pressure tactics, such as time-limited offers, that influence children to buy virtual currency, lack of clear, child-friendly information about in-game purchases, potentially leading to unintended spending and failure by influencers to disclose commercial content effectively.
Star Stable Entertainment AB has one month to address these issues and propose solutions.
“Children spend a lot of time online, gaming and interacting on social media. This makes them an attractive target for traders and advertisers. It is crucial to ensure a safe online environment for consumers, particularly children, so they can enjoy gaming without facing unfair practices. I support the efforts of the CPC network and look forward to working with the gaming industry to protect consumers and children,” Michael McGrath, Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection, explained.
The CPC also publishes guidelines promoting transparency and fairness in the gaming industry regarding virtual currencies to safeguard children. Key principles include clear and transparent pricing information, avoiding hidden costs and practices that force purchases, respecting the right of withdrawal for consumers and being mindful of children’s vulnerabilities.
These principles aim to create a safer gaming experience and will be supported by a workshop for gaming companies in the EU to discuss implementation strategies. The CPC will monitor compliance and may take further action if necessary. The guidelines are based on EU consumer law directives applicable to digital services, including video games. The European Commission will further explore these issues as part of upcoming consultations on the Digital Fairness Act.
