European Commission targets “disguised virtual currency” in games, acts against Star Stable Online maker

Story Highlights

• The EU and CPC are taking action against Star Stable Entertainment AB over virtual currency practices.
• New key principles have been introduced to ensure transparency on costs in online games.
• The European Commission plans to discuss improvements with gaming companies.

Collaboratively, the European Commission and the Consumer Protection Cooperation Network (CPC) are taking measures to ensure that gaming environments using virtual currencies become safer for children. As part of this initiative, they have enforced actions against Star Stable Entertainment AB, and also established fundamental principles intended to foster a more reliable and secure gaming environment.

Star Stable Online is under flak by the EU for commercial practices

On Friday, March 21, 2025, it was revealed that the European Commission had initiated a regulatory action towards Star Stable Entertainment AB, developers of the widely-enjoyed adventure game Star Stable Online.

This was prompted by a grievance from the Swedish Consumers’ Organization, who expressed apprehensions regarding the game’s promotional strategies and in-app transactions. Practices that raised concerns included aggressive tactics, vague pricing, and marketing involving influencers which might encourage children to spend more than they planned.

Officials have highlighted an additional significant concern: Star Stable Entertainment AB is not taking sufficient measures to ensure influencers who endorse their game clearly disclose any paid collaborations. Consequently, the firm has been given a month to submit a written response addressing these concerns.

European Commission outlines “key principles” for transparency in online gaming’s virtual currency use

In an effort to foster a more secure gaming experience, the CPC Network has implemented fresh guidelines aimed at ensuring the gaming sector adheres to European consumer protection regulations.

Emphasizing on transparent and upfront pricing, eliminating hidden charges, as well as valuing consumer rights such as the ability to cancel transactions and considering consumer vulnerabilities, helps prevent in-game purchases from taking advantage of younger players.

As a dedicated gamer, I’m excited about the European Commission’s plan to gather game developers for a workshop. The aim is to brainstorm ideas on how we can enhance our gaming experiences even more. However, if these improvements aren’t made, it seems regulators are ready to step in with additional measures, just to ensure fair and enjoyable play for everyone.

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2025-03-22 20:07