The gauge invariant electromagnetic Wigner equation is taken as the basis of a fluid-like system describing quantum plasmas, derived from the moments of the gauge invariant Wigner function. The use of the standard, gauge-dependent Wigner function is shown to produce inconsistencies if a direct correspondence principle is applied. The propagation of linear transverse waves is considered and it is shown to be in agreement with the kinetic theory in the long-wavelength approximation, provided that an adequate closure is chosen for the macroscopic equations. A general recipe to solve the closure problem is suggested.