The Hungarian National Authority for Trade and Consumer Protection (NKFH) will participate in a major coordinated international investigation into the mobile and online gaming market, the agency announced on Monday. The campaign, set to begin in spring 2025, is part of a broader European initiative targeting consumer rights in the fast-growing gaming industry—especially as they affect young players.

The action is being organized by the International Consumer Protection and Enforcement Network (ICPEN), which brings together regulatory bodies from around the world. The joint effort aims to provide a clear picture of market practices that may be harmful to consumers and improve the effectiveness of national investigations.

The NKFH emphasized that video games have become one of the world’s fastest-growing industries, with a global market now exceeding 217 billion dollars. However, this rapid expansion has brought with it a range of potentially unfair business practices that disproportionately affect minors.

President of the NKFH Lilla Német-Weingartner stated that protecting families is a top priority for the authority, and joining the international campaign aligns with Hungary’s national consumer protection goals for the year—particularly a focus on the ethical oversight of video games.

Key areas of the investigation will include transparency around loot box-style payment systems, the terms of in-game purchases, manipulative sales tactics, misleading advertising aimed at children, and the responsibility of content creators who promote games.

The goal is to better protect families and push back against exploitative marketing practices in digital entertainment, ensuring young users aren’t misled or taken advantage of in online gaming environments.

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