Epic Games Faces €1.1m Fine for Violating EU Consumer Protection Laws in the Netherlands

The Netherlands Authority for Consumers and Markets has imposed a fine of €1,125,000 on Epic Games for engaging in unfair commercial practices targeting children in Fortnite. An investigation by the authority found that Epic Games exploited the vulnerabilities of children through its item shop design. The use of phrases like 'get it now' or 'buy now' on certain advertisements was deemed an aggressive commercial practice, resulting in a fine of €562,500. Additionally, the authority found that countdown timers were used to create a false sense of urgency for items that were still available after the timer expired, exploiting children's fear of missing out. This violation resulted in another fine of €562,500. The authority emphasized that businesses must consider the vulnerability of children to certain commercial practices and take necessary precautions. Epic Games has been given a deadline of June 10, 2024, to address these violations and has already started implementing changes, including removing countdown timers worldwide and adding a time indicator for shop refreshes. Starting May 24, 2024, players under 18 in the Netherlands will only see items available for 48 hours or more. The authority's board member, Cateautje Hijmans van den Bergh, stated that businesses offering products to children must be mindful of their sensitivity to certain incentives and that Epic Games' practices erode confidence in the digital economy. Epic Games has responded to the findings, stating that the decision contains significant factual errors and that they will appeal the decision. While the appeal is pending, players under 18 in the Netherlands will not be able to see or purchase items available for less than 48 hours.