The manipulative tactics listed in the article:

• Consumers cannot see the real cost of digital items, leading to overspending: the lack of price transparency of premium in-game currencies and the need to buy extra currency in bundles pushes consumers to spend more. In-game purchases should always be displayed in real money (e.g.: Euro), or at least they should display the equivalence in real-world currency.
• Companies’ claims that gamers prefer in-game premium currencies are wrong: Many consumers find this unnecessary step misleading and prefer buying items directly with real money.
• Consumers are often denied their rights when using premium in-game currencies, tied to unfair terms favouring game developers.
• Children are even more vulnerable to these manipulative tactics. Data shows that children in Europe are spending on average €39 per month on in-game purchases. While they are among the ones playing the most, they have limited financial literacy and are easily swayed by virtual currencies.

Took long enough but it finally seems like consumer protection groups are pushing against this internationally.

The cool thing is, if either EU or US make laws surrounding this, it will put an incentive in place for the other to follow up. And because the US and EU are so influential, a lot of other countries will follow up. Even better, because China is already putting pressure on everyone to put limits in place, considering this year they already put laws in place against that. One of those rare China Ws.