Epic Games, the company behind the global gaming sensation Fortnite, is once again facing legal trouble over its Item Shop practices. A lawsuit filed in San Francisco on March 5 accuses Epic of using misleading sales tactics, particularly by creating false urgency around in-game purchases.
The lawsuit, filed by two parents, alleges that Fortnite’s Item Shop deploys deceptive marketing tactics targeted at younger players. It claims that Epic uses countdown timers on certain in-game items, which gives players the impression that they must act quickly before the offers disappear.
However, the lawsuit argues that many of these items remain available even after the timer expires, which makes the urgency misleading. The plaintiffs assert that such tactics violate consumer protection laws by promoting fake sales and pushing impulsive purchases.
Epic Games has swiftly responded to the allegations, refuting the claims and calling the lawsuit inaccurate. In a statement to Polygon, Epic Said, “This complaint contains factual errors and does not reflect how Fortnite operates.”
The company highlighted that it had already removed countdown timers from the Item Shop last year and introduced several safeguards to protect players from accidental purchases.
Among these safeguards are a hold-to-purchase mechanism, instant cancellation options, self-service refunds, and parental controls requiring PIN approval for players under 13. Epic also noted that it has implemented clearer payment settings to ensure transparency in transactions.
This is not the first time Epic Games has faced criticism over its in-game sales strategies. In May last year, Dutch regulates fined the company over $1.2 million for alleged child safety violations related to Fortnite’s monetization model.
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