Regulator Targets Roblox Over Alleged Breaches of Children's Advertising Rules

A watchdog group focused on children's advertising has criticized Roblox for allegedly failing to adhere to guidelines designed to protect young users. The Children's Advertising Review Unit, part of BBB National Programs, found that Roblox did not provide adequate disclosure of advertising within its platform and video content, particularly for children under 13. Furthermore, the group expressed concerns that social media influencers promoting products on the platform did not clearly disclose their relationships with Roblox in a manner understandable to children. Although Roblox has announced plans to update its advertising standards, requiring developers to better identify advertising content for young users, the watchdog group remains dissatisfied with the company's approach to handling influencers and their disclosure practices. The controversy highlights ongoing concerns about Roblox's treatment of its young user base, with 43% of its daily active users under the age of 13, and follows criticisms from parent watchdog groups, journalists, and users who have faced exploitation on the platform.