EU Accuses Epic, EA, And More Of Tricking Gamers With In-App Purchases

Epic Games, Electronic Arts, Roblox, Microsoft, Activision Blizzard, Mojang Studios, Supercell, and Ubisoft are the target of a new mobile-gaming consumer complaint filed by The European Consumer Organization (BEUC) with the European Commission and the European Network of Consumer Authorities. In short, BEUC is accusing the companies of tricking players into spending money on in-app purchases with misleading marketing tactics.

As part of the complaint, BEUC released a 36-page report detailing its allegations. The report accuses the video game companies of using "harmful commercial practices" including loot boxes, deceptive designs, in-game premium currency, and aggressive marketing to fool players--especially children-- into making in-app purchases.

"BEUC's members have identified numerous cases where gamers are misled into spending money," said BEUC Director General Agustin Reyna in a statement. "Regulators must act, making it clear that even though the gaming world is virtual, it still needs to abide by real-world rules. Today, premium in-game currencies are purposefully tricking consumers and take a big toll on children. Companies are well aware of children's vulnerability and use tricks to lure younger consumers into spending more."

Via TechCrunch, Video Games Europe--which represents many of the video game companies in the EU--blasted the complaint in its own statement. The coalition also noted that the mobile games can be played without spending money.

"The purchase of in-game currencies is a well-established practice, and well understood by players. Our members always respect European consumer laws in how they offer these purchases... Video Games Europe and its members support and promote fair and transparent principles for purchases of in-game content, including for in-game currency."

BEUC is a consumer group, and thus can't make any rules for its member states. But its report does suggest potential legal remedies, including a ban on in-game and in-app purchases made by underage players as well as a ban on in-game premium currencies. Whether the European Network of Consumer Authorities will follow any of these recommendations remains to be seen.