On Friday, the European Commission launched a fresh investigation into Star Stable Online, a children’s video game that allows players to navigate through an online universe by horseback riding and participating in obstacle competitions with their peers.
Nevertheless, those who invest actual money acquire benefits inside the game.
To obtain items, players – primarily children – need to trade real money for in-game currency called "star coins."
The European Commission, working alongside the Consumer Protection Cooperation Network (a network comprising consumer protection agencies from member states), has requested details from the Swedish game developer Star Stable Entertainment AB To comprehend their business strategies.
The Swedish Consumers' Association asserts that various practices breach EU consumer protection regulations, highlighting aggressive advertising aimed at prompting purchases, insufficient transactional clarity, and the employment of influencers to endorse items to young audiences.
The EU consumer protection agency stated in a release: " Consumers – particularly children and adolescents who frequently play video games – continue to be highly susceptible to these deceptive and unjust tactics," expressing approval for the Commission’s initial actions.
The firm must reply to the information request within thirty days.
In the meantime, the Commission has released guidelines concerning the utilization of in-game currencies within video games. These guidelines stress the importance of clear communication, respecting players' right to withdraw, and ensuring there is no undue pressure, especially when dealing with susceptible groups like children.
"A significant amount of children’s time is spent online, engaging in games and social interactions. This makes them a prime target for merchants and marketers," according to Michael McGrath, Commissioner for Justice and Consumer Protection.
Ensuring a secure online space for consumers, especially children, is essential so they can engage in gaming without encountering unjust practices.
The European Commission stated in the press release that it will "keep analyzing these issues as part of upcoming discussions regarding the Digital Equity Act."
The legislation, which is still being developed, seeks to address loopholes in current regulations. Scheduled for release around mid-2026, preliminary discussions with various parties will commence this coming spring.
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