Advertising watchdog slams Roblox because of paid-for influencers shilling Robux without disclosure 'children can understand'
The Children's Advertising Review Unit (CARU) is a self-regulatory body in the United States, and it's one that focuses on how things are being marketed to children under the age of 13 across all forms of media. In recent times it's been looking closely at the metaverse, and issued a compliance warning about this area in August 2022. Now it's taking aim at Roblox, one of the biggest and most profitable gaming/creation platforms around, and one where 43% of the playerbase is under the age of 13.
CARU has found Roblox in violation of various of its guidelines, and in particular found that how it conducts advertising through paid-for influencers lacked adequate disclosure (thanks, GI.biz(opens in new tab)). It noted that, even when disclosure may have been present, that did not mean it was made in a way kids would understand.
«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,» said CARU's statement(opens in new tab), «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 said it had found the following problems, and outlined what it had requested as remedies from Roblox Corporation:
CARU went on to criticise the guidance and tools Roblox provided to influencers, and a general lack of understanding of best practice in disclosure to children in that area. It noted that some of the issues it had noticed would be addressed by an upcoming change to Roblox's
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