The Netherlands Authority for Consumers and Markets (ACM), in collaboration with European consumer authorities, has established key principles aimed at improving the transparency of in-game virtual currencies. These principles are designed to ensure that players understand they are spending real money, even when the currency is represented in alternative forms such as diamonds or gold coins.

One of the primary requirements is that the cost of in-game items must always be displayed in a recognizable real-world currency. This information should be clearly visible to players for all items, ensuring that consumer protection rules are fully applicable to in-game purchases.

Edwin van Houten, Director of ACM’s Consumer Department, emphasized the importance of awareness among players regarding their spending in online games. He noted that stricter regulations apply to games targeting children, highlighting the need for additional protections in this demographic.

The principles were developed as an interpretation of existing consumer protection laws, with ACM and the Norwegian consumer authority leading the initiative. However, many game developers have yet to comply with these guidelines. To promote adherence, discussions with gaming industry representatives are planned.

In particular, the game Star Stable Online, which is popular among children, has been flagged for not adhering to these principles. The European consumer authorities found that the game encourages in-game purchases and employs countdown timers to pressure players into making quick decisions, which is against the established rules. The authorities have confronted the game's developer, Star Stable Entertainment AB, and provided an opportunity for adjustments. Failure to comply could result in enforcement actions from national consumer authorities, as seen previously with a fine imposed on Epic Games for similar practices in Fortnite.