Roblox does not disclose ads to kids, watchdog says

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Roblox ads overview: 

• Who: Roblox was cited by the Better Business Bureau’s Children’s Advertising Review Unit.
• Why: Roblox does not properly disclose advertising in its games and from its influencers to children under 13, according to the CARU report.
• Where: The Roblox ads review is related to content in the United States.
• What are my options: Consumers who like Roblox may also be interested in products from Microsoft.

Roblox does not properly disclose advertising in its games and from its influencers to children under 13, according to a review from the Better Business Bureau’s Children’s Advertising Review Unit.

Roblox received three findings and recommendations from the group: 

• Roblox does not properly identify advertising in difference experiences, which should be identified as ads in language and audio that children can easily understand.
• Roblox did not identify when video content includes advertising and should do that clearly in a way children can understand.
• Roblox did not make sure its social media influencers with child audiences disclosed material connections, which CARU recommends it does.

Roblox has instituted new standards that will begin June 15, report says

Roblox has new standards that will require game developers to identify advertising to children under 13, according to the CARU report. The new standards will give developers the tools to code whether children under age 13 see an ad or see nothing or non-advertising instead. The new rules will begin June 15, according to the report.

CARU will continue to monitor Roblox after the new standards go into effect to ensure the company is following CARU standards for disclosure of advertising to children.

The new standards, however, do not apply to social media influencers who provide content on YouTube or Twitch. CARU recommended Roblox change the guidelines for its Roblox Video Stars Program and Monitoring Program to ensure influencers properly inform children under 13,  in ways they can understand, of the connection between Roblox and those influencers.

Roblox should also increase its monitoring of social media influencers it is connected with to ensure those influencers are disclosing the connection, CARU recommended.

Roblox disagreed with some of CARU’s findings but said it would “comply with CARU’s recommendations regarding influencers and ask that our influencers with child-directed content use the word ‘paid’ in their disclosures,” according to the report.

Consumers have previously complained that it is unclear whether some Roblox games are advertising or games. A complaint was filed from several consumer advocate groups in January about the games with the Better Business Bureau.

Have you encountered undisclosed ads while playing a smartphone game? Let us know in the comments.

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