The European Commission is investigating online games aimed at children. Specifically, it’s examining unfair practices around in-game purchases, using the popular children’s game Star Stable Online as a key example. The investigation highlights concerns about fairness, transparency, and protecting young gamers online.
What’s Happening & Why This Matters
The European Commission recently investigated alleged unfair commercial practices in Star Stable Online. This online game lets children explore a virtual horse-riding world and compete in various events. The primary concern is the requirement that players spend real money to purchase “star coins,” an in-game currency essential for gaining advantages within the game.
Working closely with the Consumer Protection Cooperation Network, the Commission has asked the game’s developer, Star Stable Entertainment AB, for detailed information about its business methods. The inquiry follows complaints from the Swedish Consumers’ Association, which accuses the game developer of violating EU consumer protection laws. Specific issues include aggressive marketing, unclear transaction practices, and the inappropriate use of influencers targeting young children.
According to the EU Consumer Protection Group, young gamers — particularly children and teenagers—are especially vulnerable to manipulative tactics online. These groups have welcomed the investigation, emphasizing the urgent need for regulatory intervention to create a safer gaming environment.
Michael McGrath, EU Commissioner for Justice and Consumer Protection, highlighted the importance of protecting children online.
Children spend much time online, gaming and interacting on social media. This makes them an attractive target for traders and advertisers. It’s crucial to ensure a safe online environment for consumers, particularly children.”
Additionally, the Commission recently released clear guidelines regarding in-game currency transactions. These guidelines stress transparency and respect for withdrawal rights and discourage pressuring vulnerable players into purchases. The overall aim is to set higher standards for digital fairness, especially in children’s games.
The current probe ties into the broader context of the forthcoming Digital Fairness Act. This act, expected by mid-2026, addresses gaps in existing digital consumer protection laws. Stakeholder consultations begin next spring, shaping future regulations to protect young consumers in digital environments better.
TF Summary: What’s Next
The EU Commission’s investigation into children’s in-game purchasing practices marks a significant step toward stronger online consumer protections. Future legislative measures like the Digital Fairness Act will likely introduce stricter transparency and fairness rules. This proactive stance sets a crucial precedent for safer digital interactions, particularly for young users.
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