IT之家 10 月 1 日消息，欧盟委员会正针对九家电子游戏企业展开执法行动，矛头指向游戏内虚拟货币以及道具定价难题，目的在于保护玩家权益。
IT之家注意到，这批执法行动于 2026 年 9 月 29 日正式启动，是欧盟消费者保护合作网络（CPC 网络）《游戏内虚拟货币核心原则》的后续跟进举措。这套指导方针发布于 2025 年 3 月，旨在推动游戏内货币与交易达成透明化与公平化。
消费者保护合作网络此前已经和各大游戏工作室、发行商开展过大量磋商，最终敲定了上述核心原则。但经过后续核查，相关机构发现有迹象表明，仍有相当数量的游戏公司并没有依据这份公开指引对自家游戏做出实质性调整；即便过去数年间消费者保护合作网络已经和游戏行业开展过多轮深度沟通，情况依旧没有改观。
9 月 30 日，消费者保护合作网络与欧盟委员会发布联合声明，点名相关企业，公开要求这些厂商调整游戏内货币与交易平台，使之符合这套指导原则。被点名的企业当中涵盖动视暴雪英国分公司、Mojang AB、拳头游戏有限公司、Supercell Oy 以及育碧欧洲、中东与非洲分公司。
联合声明写道：“部分电子游戏直接诱导儿童开展消费，而欧盟消费者保护法律已经明令禁止该行为。欧洲各地的消费者应当可以游玩、感受游戏，而不至于被套路，被迫花费超出自身意愿的金钱与时间。”
依据欧盟委员会的说明，本次执法主要围绕七项核心原则：定价清晰透明、不得隐瞒实际花费、不得强迫玩家购买不需要的游戏货币、购买前充分告知相关信息、尊重消费者的撤销权、使用公平易懂的服务条款、保护弱势消费群体。
欧盟委员会提出，游戏当中如果玩家使用虚拟货币购买道具，必须直接表明该道具对应的现实货币实际售价。另外，游戏不得刻意设置繁琐的货币兑换流程，也不要同时混用多种不同虚拟货币，避免造成真实消费金额模糊不清。
除此以外，游戏外观不能让玩家产生“不得不大量购入虚拟货币，才可以继续推进剧情或是正常感受游戏”的压迫感；同时玩家享有两周之内撤销交易的权利，尚未使用的虚拟货币同样适用该退款撤销规则。
负责民主、司法、法治与消费者保护事务的欧盟委员迈克尔 · 麦格拉思（Michael McGrath）在声明当中表示：“大约半数的欧洲民众都会玩电子游戏，游戏已经成为数字经济以及大众日常生活当中颇为关键的组成部分。具备如此广泛的受众，也就意味着相应的责任。游戏行业必须保证游戏不会让玩家，尤其是儿童，遭遇有害或者不公平的运营套路。游戏本身的商业规则应当公平，相关法规也必须得到遵守。各国主管部门将在欧盟委员会的协助之下，确保相关规定落地执行。”
在《欧盟儿童法案》草案文件于网络流出之后，本次行动是欧盟在电子游戏领域又一次重大监管动向。这项拟议立法将会要求多项线上服务实施年龄核验，其中就涵盖一部分对未成年人存在风险的多人联机游戏。
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IT Home reported on October 1 that the European Commission is taking enforcement action against nine video game companies, targeting issues around in-game virtual currency and item pricing, with the aim of protecting player rights.
IT Home noted that this enforcement action was officially launched on September 29, 2026, and is a follow-up to the Consumer Protection Cooperation Network's (CPC Network) "Core Principles for In-Game Virtual Currency." This set of guidelines was published in March 2025 and aims to promote transparency and fairness in in-game currency and transactions.
The Consumer Protection Cooperation Network had previously conducted extensive consultations with major game studios and publishers, ultimately finalizing the above core principles. However, after subsequent checks, the relevant authorities found signs that a considerable number of game companies had still not made substantive adjustments to their games in accordance with this public guidance; even after years of deep communication between the CPC Network and the gaming industry, the situation remained unchanged.
On September 30, the Consumer Protection Cooperation Network and the European Commission issued a joint statement naming the relevant companies and publicly requiring these manufacturers to adjust their in-game currency and transaction platforms to comply with the guidance. Among the named companies are Activision Blizzard UK, Mojang AB, Riot Games Ltd, Supercell Oy, and Ubisoft's Europe, Middle East, and Africa branch.
The joint statement read: "Some video games directly induce children to spend money, and EU consumer protection law explicitly prohibits such behavior. Consumers across Europe should be able to play and experience games without being tricked into spending more money and time than they want."
According to the European Commission, this enforcement focuses on seven core principles: clear and transparent pricing, no concealment of actual costs, no forcing players to purchase unnecessary game currency, fully informing relevant information before purchase, respecting consumers' right of withdrawal, using fair and understandable terms of service, and protecting vulnerable consumer groups.
The European Commission stated that if players use virtual currency to purchase items in a game, the game must directly indicate the actual real-money selling price of that item. In addition, games must not deliberately create cumbersome currency exchange processes, nor should they mix multiple different virtual currencies at the same time, so as to avoid obscuring the actual amount of consumer spending.
Furthermore, the game's presentation must not give players the oppressive feeling of having to buy large amounts of virtual currency just to continue the story or properly enjoy the game. At the same time, players have the right to cancel transactions within two weeks, and unused virtual currency is also covered by this refund and withdrawal rule.
Michael McGrath, the European Commissioner responsible for democracy, justice, the rule of law, and consumer protection, said in a statement: "Around half of Europeans play video games, and gaming has become a key part of the digital economy and people's daily lives. Such a broad audience comes with corresponding responsibilities. The gaming industry must ensure that games do not expose players, especially children, to harmful or unfair business practices. The commercial rules of games themselves should be fair, and relevant regulations must be complied with. National authorities, with the assistance of the European Commission, will ensure that these rules are implemented."
Following the leak online of the draft EU Children's Act, this action is another major regulatory move in the video game field by the European Union. The proposed legislation will require age verification for a number of online services, including some multiplayer games that pose risks to minors.