Virtual currencies integrated into video games are raising increasing concerns among consumer associations in Europe. Recently, several organizations, including UFC-Que Choisir in France, filed a complaint with the European Commission to denounce practices deemed misleading by seven major game publishers. This article examines the response of European authorities to this request.
A Contested Business Practice
Virtual currencies in video games, often used to purchase items or upgrades, have become commonplace in the industry. However, these intermediary payment systems raise questions about cost transparency. Consumer associations claim that these currencies mask the true cost of purchases, making it difficult for players, especially younger ones, to understand how much they are actually spending. This opacity can lead to excessive spending, encouraging players to purchase content without having a clear idea of its value in euros. The complaints filed target well-known publishers such as Activision Blizzard, Electronic Arts, Epic Games, and Ubisoft.
A Reaction from the European Authorities
In light of these concerns, consumer associations are calling on the European Commission to intervene to protect players’ rights. They emphasize the urgency of establishing clear regulations regarding the display of prices for virtual items in euros. The complaint is set against a broader context in which the EU is assessing the need for regulation to ensure adequate consumer protection in the digital space. The associations hope that this initiative will encourage the authorities to take action to put an end to these deceptive practices and to strengthen transparency in the video game industry. The European Commission has already begun to review the elements presented by the associations.
