TL;DR
A Dutch court has ruled that Epic Games must pay a €1.1 million fine imposed by the Autoriteit Consument & Markt (ACM) for using in‑game tactics that encouraged children to make purchases. The regulator and the court found that elements in Fortnite’s webshop created pressure — including engineered scarcity — that directly prompted children to buy virtual items.
What happened
The court affirmed a sanction from the Dutch consumer watchdog ACM requiring Epic Games to pay just over €1.1 million. The regulator concluded that advertising and commerce features inside Fortnite were designed in a way that pushed children toward spending money. Examples cited include deliberate creation of scarcity in the in‑game shop, which put users under time pressure to decide on purchases. Epic had previously removed a visible timer showing how long an item remained available; the company was fined for that measure as well but did not contest that particular penalty in court. Epic had challenged the ACM’s broader ruling last year, but the judge sided with the regulator. Fortnite remains a free‑to‑play title that generates revenue through sales of virtual goods such as character outfits and emotes, and the game counts hundreds of millions of players worldwide, producing yearly revenues in the billions of dollars.
Why it matters
- Sets a legal precedent in the Netherlands that in‑game marketing tactics can be unlawful when they target children with pressure to buy.
- May prompt stricter scrutiny of how games present limited‑time offers, countdowns and scarcity to younger players.
- Could influence other regulators and shape industry practices around monetization of free‑to‑play games.
- Highlights ongoing tensions between popular live service games’ revenue models and consumer‑protection rules aimed at minors.
Key facts
- The fine upheld by the court is slightly over €1.1 million, imposed by the Dutch ACM.
- ACM found Fortnite’s in‑game advertising and shop mechanics directly encouraged children to make purchases.
- The webshop used tactics that created perceived scarcity and time pressure on buyers.
- Epic previously removed a timer that showed how long items remained available; it was fined for that action and did not contest that fine in court.
- Epic appealed the ACM ruling last year; the court has now ruled in favour of the regulator.
- Fortnite is free to download but generates revenue from virtual items such as outfits and dances.
- The game has hundreds of millions of players globally and yields billions of dollars in annual revenue.
What to watch next
- Whether Epic will seek further appeal beyond this court decision: not confirmed in the source.
- If the ACM or other European regulators announce new enforcement actions or guidance on in‑game marketing aimed at minors.
- Potential changes by game publishers to shop mechanics (timers, scarcity signals, limited‑time offers) to avoid similar rulings.
Quick glossary
- ACM: Autoriteit Consument & Markt, the Dutch authority responsible for enforcing consumer protection and competition rules.
- In‑app purchase (IAP): A purchase made within a mobile or online application for digital goods or features.
- Virtual item: A non‑physical good sold inside a game, such as skins, outfits, emotes or other cosmetic content.
- Scarcity (in marketing): A tactic that signals limited availability or time to encourage faster purchasing decisions.
Reader FAQ
Did the court tell Epic to pay the full fine?
Yes; the court upheld the ACM’s penalty of just over €1.1 million.
What did the ACM say Epic did wrong?
The regulator determined that in‑game advertising and shop mechanics directly encouraged children to make purchases by creating pressure and perceived scarcity.
Was the timer feature removed by Epic?
Yes. Epic removed a visible timer showing how long items remained available and was fined for that, a fine it did not contest in court.
Will Epic appeal this ruling to a higher court?
Not confirmed in the source.
EPA NOS Nieuws • Vandaag, 15:05 Maker Fortnite vangt bot bij rechter, moet boete betalen voor manipuleren kinderen Deel dit artikel Epic Games, de maker van het populaire online spel…
Sources
- Epic fined €1.1M over manipulating children through in app purchases
- poor compliance with Dutch loot box and video game …
- News of the Week | Video Game Law | Page 5
- May 2025 Article Archive – HTML Sitemap | GBAF
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