US ad non-profit takes Roblox to task

US ad non-profit takes Roblox to task

The Children's Advertising Review Unit (CARU) arm of BBB National Programs has found that Roblox was in violation of its guidelines.

In a post on its website, the organisation says that the platform did not disclose advertising that appeared during games or content integrated in a video. CARU has recommended that Roblox make clear that adverts are in fact adverts. The organisation also said that Roblox needs to take further measures to ensure that influencers disclose their commercial connections when posting content.

"CARU found that social media influencers in Roblox’s Influencer Program who had large child audiences did not clearly and conspicuously disclose their material connection to Roblox in their videos in a way children can understand, and that influencers in the Video Stars Program who promoted their unique Star Code did not clearly and conspicuously disclose, in a way children can understand, that they will receive a commission when Robux (Roblox currency) are purchased," CARU wrote.

"Additionally, CARU found that there was a lack of guidance and tools for Roblox "Video Stars" social media influencers as to how to disclose their material connection clearly and conspicuously to child audiences."

This follows another advertising body – Truth in Advertising – filing a complaint with the FTC in 2022. Roblox responded by hiding adverts for anyone below the age of 13.

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.