- 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.
The European Commission and the Consumer Protection Cooperation Network (CPC) together are stepping in to make gaming safer for children in terms of virtual currency use. Following their enforcement action against Star Stable Entertainment AB, they’ve also introduced key principles aimed at creating a more trustworthy and secure gaming environment.
Star Stable Online is under flak by the EU for commercial practices
On Friday, March 21, 2025, the European Commission announced an enforcement action against Star Stable Entertainment AB, the creators of the popular adventure title Star Stable Online.
This came after a complaint from the Swedish Consumers’ Association, which raised concerns about the game’s marketing and purchasing practices. Some worrying practices were found such as pressure tactics, unclear pricing, and influencer marketing that could push kids into spending more money than they intended.
Authorities also pointed out another major issue: Star Stable Entertainment AB hasn’t done enough to ensure that influencers promoting their game disclose paid partnerships. Now, the company has one month to respond in writing and address these issues.
European Commission outlines “key principles” for transparency in online gaming’s virtual currency use
As part of their push for a safer gaming environment, the CPC Network has introduced new key principles to help the gaming industry comply with EU consumer protection laws.
Key factors that are mentioned: Clear and transparent pricing, avoiding hidden costs, and respecting consumers’ right of withdrawal and consumer vulnerabilities. This ensures that in-game purchases don’t exploit young players.
To take things a step further, the European Commission plans to hold a workshop with gaming companies to discuss ways to improve their practices. If companies fail to make the necessary changes, regulators are prepared to take further action.
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