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Following欧盟消费者保护机构对十家游戏公司发起协调行动，规范虚拟货币销售与定价
欧洲委员会周三宣布，欧洲消费者保护机构已针对十家视频游戏公司发起十一项协调行动，重点审查其在游戏内虚拟货币销售与定价方面的做法。
涉事企业与涉及游戏
由欧盟委员会协调、汇集各国执法机构的“消费者保护合作网络”（Consumer Protection Cooperation Network）在联合声明中点名了以下公司：动视暴雪英国（Activision Blizzard UK）、Crytek、InnoGames、King.com、Mojang、Plarium Europe、PLR Worldwide Sales、Riot Games、Supercell 以及育碧欧洲、中东和非洲地区分部（Ubisoft EMEA）。
此次行动涉及的游戏包括《暗黑破坏神：不朽》、《使命召唤手游》、《猎杀：对决1896》、《帝国神话》、《糖果粉碎传奇》、《我的世界》、《机甲竞技场》、《梦幻花园》、《无畏契约》、《部落冲突》和《荣耀战魂》。这些游戏因其广泛的受众覆盖面、多平台可用性以及多样化的年龄分级而被选中。
核心监管原则
上述行动遵循该网络于2025年3月发布的关键原则。主要规定如下：
- 价格透明：游戏内物品和货币的现实世界价格必须显著展示。
- 避免混淆成本：商家不得混合使用多种货币，或以要求反复兑换的方式使成本变得模糊不清。
- 防止过度消费：不得诱导玩家购买超过物品所需数量的货币。
- 禁止不当捆绑：故意错配物品价格的捆绑销售方案（导致玩家留下无法使用的余额）属于应避免的做法。
原则还指出，玩家享有14天的撤回权，包括针对已购买但未使用的虚拟货币。合同条款若授予公司单方面更改游戏内货币价值或关闭账户且不允许用户申诉的权利，将被认定为不公平条款。
特殊群体保护与加密货币豁免
儿童被视为始终处于脆弱地位的群体。任何并非专门面向成人的游戏都应预期会有相当比例的未成年玩家。此外，高额消费玩家也被归类为脆弱群体。声明指出，所谓的“鲸鱼用户”可能在冲动控制或赌博障碍方面存在困难，因此围绕此类用户设计的游戏将面临更严格公平性测试。
It is worth noting that cryptocurrencies are not within the scope of regulation. The footnote excludes cryptocurrencies and similar digital currencies that use encryption technology as alternative forms of payment, and also excludes virtual currencies that meet the definition of the fifth EU Anti-Money Laundering Directive. Currency that is obtained only through games and can never be purchased is also excluded. The regulatory regime clearly targets currencies purchased with real money in a game closed economic system.
Other Violation Investigation
The scope of this action is not limited to pricing issues. The Internet said it paid special attention to variable reward systems (such as trophy boxes), especially those aimed at or available to children, while also strictly investigating Dark Patterns, aggressive business practices and direct inducements to children to buy, which is prohibited by EU law. Misleading countdown timers and unfounded scarcity claims have also been listed as problematic methods. In the case of Activision Blizzard, the network is still investigating issues such as data collection, addictive design, default parental control settings, and account blocking.
Industry Dialogue and Self-Regulation Limits
The network has been in dialogue with industry bodies since last year and held seminars in June and September 2025. Signs have since emerged that many companies have not made substantial changes to their games based on released guidance documents or years of discussion. The statement said that while self-regulatory programs like PEGI have brought some improvements, they often fail to address the core issues of harmful practices.
