New EU rules require games like GTA Online to display real-money costs for virtual items.

The European Union has introduced new guidelines that will fundamentally change how games, including Grand Theft Auto Online, present in-game purchases to consumers. Under these regulations, game developers can no longer hide the real-world cost of items behind virtual currencies, a practice that has long obscured how much players are actually spending.

Games with virtual currencies must now display the real monetary value alongside the in-game currency cost for any purchasable item. This applies to all games available in the EU market, regardless of whether items can also be earned through gameplay. For example, in GTA Online, when players see an item costing GTA$ 250,000, they will now also see that this translates to approximately €3.99 in real money, based on the standard conversion rate of purchasing Shark Cards ( GTA's virtual currency).

This change directly addresses a major consumer protection issue, particularly for younger players. "Whales"—high-spending users who purchase large amounts of virtual currency—often include children who don't fully comprehend the real-world value of their in-game spending.

The guidelines emerged following an investigation into Star Stable Online, which was found to be engaging in business practices "particularly harmful to children." The European Commission and Consumer Protection Cooperation Network determined that stronger protections were necessary for all European consumers.

The new guidelines establish seven principles for virtual currencies in games, namely:

  • Clear and transparent price indication
  • No obscuring the cost of in-game digital content
  • No forcing consumers to purchase unwanted virtual currency
  • Clear pre-contractual information
  • Respecting consumers' right of withdrawal
  • Fair contractual terms in plain language
  • Game design that respects consumer vulnerabilities

Another significant change is that publishers can no longer structure virtual currency bundles that force players to over-purchase. Previously, if an item cost GTA$ 200,000, but the closest purchase option was getting a Tiger Shark Card worth GTA$ 250,000 for $4.99, players had to spend more than necessary. Now, currency must be available in 1:1 increments that match the cost of available in-game content.

Although these guidelines aren’t legally binding, they act as a strong deterrent. Non-compliant companies risk increased legal liability, supported by the European Commission and the Consumer Protection Cooperation Network. Furthermore, the network has stated it will "monitor progress and may take further actions if harmful practices continue," hinting at potential stricter enforcement in the future.

For now, these rules only apply within the EU. Players in other regions like the UK and US will likely still see prices hidden behind virtual currencies. However, this represents a huge shift in how microtransactions are regulated, potentially inspiring similar changes in other markets.