Observed Signal · Sep 28, 2026 · Regulation · Source: PocketGamer.biz · Impact: 4/5 · Sentiment: Negative
EU Kids Act: New rules for games companies
The European Commission has proposed the EU Kids Act (Keeping Internet Digital Services Trustworthy & Accountable Act), a legislative framework aimed at regulating online services for minors. The proposal specifically includes video games, video game platforms, and online games within its scope. Key obligations include assuming all users are minors until age verification proves otherwise, implementing age ratings enforced by app stores, and restricting features like unsolicited contact, geolocation, and engagement mechanics such as daily streaks and re-engagement notifications. Games must disable certain features by default, set push notifications off by default, and avoid designs that encourage compulsive use. The proposal also addresses AI companions and chatbots in games. The European Parliament and Council will now negotiate the text, with a process expected to take 8-24 months. Meanwhile, a Digital Fairness Act is anticipated in autumn 2026, which may impose further obligations.
The EU Kids Act proposes comprehensive regulation for video games and online platforms, affecting game mechanics, age verification, and data privacy. This is significant for the advertising and monetization strategies of gaming companies and app stores, impacting the AdTech ecosystem's engagement and targeting capabilities.
Track Real-Time Regulation Signals & Market Shifts
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- The European Commission published the EU Kids Act proposal in September 2026.
- The proposal explicitly includes video games, video game platforms, and online games in its scope.
- Games must assume all users are minors until age verification proves otherwise.
- App stores would be required to enforce age ratings for software applications, including games.
- The proposal prohibits features encouraging compulsive or excessive use, such as daily streaks and re-engagement notifications.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
EU Kids Act Proposes Age Restrictions on Social Media, AI Chatbots, Games
The European Union has proposed the EU Kids Act, a comprehensive plan to enhance online safety for minors. The act introduces new obligations for online services offering video sharing, AI companions, chatbots, and video games, requiring minors' profiles to be private by default with microphones, cameras, and geolocation disabled. App stores must age-rate all apps and games transparently. The proposal would prohibit children under 13 from using social media, offering them only guardian-managed video-sharing services limited to an hour daily. Ages 13-15 would have 'mini accounts', while those over 15 could have autonomous accounts, verified via age assurance tools like the EU age verification app. AI companions would be barred from simulating interpersonal relationships that create emotional dependency. European Commission President Ursula von der Leyen emphasized the need for stronger protections, citing concerns about sleep deprivation, depression, and anxiety among young users.
EU Kids Act Threatens Daily Logins and Streak Mechanics
The proposed EU Kids Act could significantly impact gaming engagement mechanics for minors, including daily log-in bonuses and activity streaks. The European Commission's proposal includes rules to prevent compulsive or excessive use, potentially restricting time-based rewards and penalizing players for not playing regularly. According to Wiggin senior associate Isabel Davies, the Act would prohibit many well-known engagement techniques for child players, forcing game companies to either implement age assurance for adult users or remove these features for all EU players. The proposal also mandates guardian tools, age-rating systems for app stores, and EU-level codes of conduct. The Digital Fairness Act, expected later this year, may further target virtual currencies and loot boxes. The proposal is now under negotiation by the European Parliament and Council.
Video Games Europe cautions on EU KIDS Act restrictions
The European Commission announced the EU KIDS Act, proposing mandatory age assurance tools for app stores, regulations on game features like push notifications and streaks, and restrictions on children's access to inappropriate content. Video Games Europe (VGE), the trade body, responded with broad support but warned against sweeping age assurance measures affecting every game and player. VGE advocates for PEGI and USK ratings as the standard, emphasizes parental responsibility, and calls for a public consultation. The industry pledges to engage constructively as legislation develops.
Receive all future signals for Regulation in your executive briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.