Square Enix has adopted a new “Group Customer Harassment Policy” which is stated to protect executives, employees, and partners from undue requests and harassment from customers.

It’s no small secret that in the gaming community, fans can get a little heated and “undue requests” can become memes unto themselves (remember everyone begging for Super Smash Bros. announcements?)

However Square Enix apparently feels that recent fan actions have gone too far and it’s not difficult to imagine why. Dawntrail, the latest expansion for Final Fantasy XIV has seen the game take a tonal shift, the saga of Hydaelyn and Zodiark has come to its major conclusion and now it’s time for more mundane (at first) adventures which involves playing kingmaker for the western continent of Tural.

Fans have been critical of the expansion’s emphasis on a new side character Wuk Lamat who was introduced near the end of Endwalker. Wuk Lamat is a female Hrothgar and the adopted daughter of Tuliyollal’s leader and one of the potential heirs to the throne. She recruits the Warrior of Light and some friends to aid her in the trials she must face to become the new ruler.

Fans have been critical of both Wuk Lamat’s personality, word choice, and the quality of the voice acting. However transphobic comments directed at the character’s VA has poisoned the well, which has made good faith discussion about the quality of the game’s writing difficult and easily dismissed by fans of the character.

It’s difficult to imagine the response to Wuk Lamat had nothing to do with the new policy at Square Enix, though the provisions in the new policy hint at other problems the company has faced from customers. We’ve included a list of behaviors that Square Enix mentions, you can read the full policy here.

Actions which Square Enix considers customer harassment or to exceed socially acceptable behavior or is harmful include, but are not limited to, the following examples:

Harassment:

Act of violence, violent behavior
Abusive language, intimidation, coercion, duress, excessive pursuit or reprimand
Defamation/slander, denial of personality, personal attack (including email, contact in contact form, comment or post on the internet), advance notice of wrongdoing, advance notice of obstruction of business
Persistent inquiries, repeated visits
Trespassing by visiting or staying in an office or related facility without permission
Unlawful restraint including via telephone calls and online inquiries
Discriminatory speech and conduct regarding race, ethnicity, religion, family origin, occupation, etc.
Infringement of privacy by taking pictures or making video recordings without consent
Sexual harassment, stalking, repeated stalking behavior

Undue demand:

Unreasonable changes or exchange of product or request for monetary compensation
Unreasonable response or request for an apology (including face-to-face response or request for an apology specifying the position of our employee or partners)
Excessive requests for the provision of products and services exceeding socially accepted norms
Unreasonable and excessive demands for punishment of our employees

The policy explains that Square Enix will begin to withhold services from offending customers, and may pursue legal action against particularly egregious offenses.