The European Consumer Organization (BEUC) and 22 of its affiliates across Europe have sent two EU consumer protection watchdogs a formal complaint urging them to compel video game studios to change in-game purchasing protocols that it says are misleading kids. 

In their submission to the European Commission and the European Network of Consumer Authorities, the orgs criticize popular kids video games including Minecraft, Fortnite and Clash of Clans for not being transparent on the price of in-game items, and forcing consumers to purchase in-game currencies instead of using real money. 

The group highlighted how kids misled by these tactics have unintentionally run up large charges. Children are already spending an average of US$43 per month on in-game purchases, lured by the appeal of virtual currencies, the BEUC claims. 

It adds that companies are increasingly benefiting financially from in-app purchases made by kid gamers, with a 2023 European Parliament report putting 84% of 11- to 14-year-olds in this group. 

“Premium in-game currencies are purposefully tricking consumers and taking a big toll on children,” says Agustin Reyna, director general of BEUC. “Companies are well aware of children’s vulnerability and use tricks to lure younger consumers into spending more.”

The BEUC previously took aim at TikTok in 2021 over similar practices, critiquing the social media platform’s virtual TikTok Coins currency and misleading ads. This led TikTok to create clearer purchasing and currency usage rules, as well as new labeling protocols for its ads.