Epic Games has learned a costly lesson about the importance of responsible mobile marketing practices in the Netherlands. The gaming giant was slapped with a whopping €1,125,000 fine by the Netherlands Authority for Consumer and Markets (ACM) for engaging in unfair commercial practices that targeted Fortnite players under 18.
The ACM investigation revealed some disturbing design choices in Epic Games' item shop, including the use of phrases like "get it now" or "buy now" in advertisements. These tactics were deemed illegally aggressive commercial practices, warranting a hefty fine of €562,500. Additionally, the countdown timers on ads for available items exploited children's fear of missing out, earning another fine of €562,500.
Epic Games responded to the allegations amidst the ACM deadline, disputing the findings and vowing to appeal the decision. The company claimed that the proposed changes would result in a poor experience for players. As a precautionary measure, Epic announced that it would temporarily suspend certain features for under-18 players in the Netherlands, including limiting access to items available for less than 48 hours.
The ACM has given Epic Games a deadline of Monday, June 10, 2024, to address the violations and implement necessary changes. In response, Epic has informed the ACM of its plans to make adjustments to ensure a more responsible mobile marketing approach.
As the ACM astutely pointed out, "traders must take into account the fact that children are more vulnerable to certain commercial practices than regular consumers." Unfortunately, Epic Games failed to observe this crucial principle, exploiting the vulnerabilities of its young players. This serves as a stark reminder for mobile marketers to prioritize responsible practices and protect their younger audience from aggressive marketing tactics.