The body responsible for consumer protection in Netherlands has Epic Games fined 1.1 million euros due to “deceptive business practices,” particularly as they pertain to children within Fortnite.
An investigation conducted by the Dutch Authority for Consumers and Markets reported that the company “exploits the vulnerabilities” of children through specific design choices within the Fortnite shop, pushing for microtransactions.
The issue seems to be linked to the way of promote the items in the shop rather than a reward distribution and management system within Fortnite, but the result according to the ACM is still in conflict with the laws in force in the area, at least according to this first reconstruction.
Two main critical elements
Above all, these are two critical elements identified by the study: the first concerns the publication in the shop of standard phrases such as “get it now” and “buy now” on various advertisingwhich the ACM describes as “aggressive and illegal commercial practices” and for which a fine of 562,500 euros is required.
The investigation also found that timers with countdown present in some advertisements have been applied to objects that continue to be available in the shop even at the end of these countdowns, another thing that according to the supervisory authority represents a world to psychologically leverage compulsive purchasing, in which they could fall more easily the younger ones. Also for this aspect the fine is 562,500 euros.
The total fine therefore amounts to €1,125,000, although it remains to be seen how Epic Games will decide to act, with a probable appeal or some possible discussion, given the particular interpretation given to the results of the investigation.
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