Roblox

TINA.org investigated the online gaming and creation platform Roblox, which is used by more than 25 million children on a daily basis, and found, among other things, that the company allows advertising to be surreptitiously interlaced with organic content in a multitude of ways, and uses atypical earnings claims to lure game developers to its platform.

Highlights

Filed complaint with FTC
Filed FOIA Appeal with FTC
Filed complaint with ASA
Sent letter to CARU, Roblox and Walmart regarding deceptive Walmart advergame on Roblox
Walmart removed advergame from Roblox

Timeline

2023

March 27

TINA.org, along with Fairplay, Center for Digital Democracy, National Association of Consumer Advocates, and Common Sense Media, respond to CARU’s letter expressing ongoing concern about its decision regarding Walmart Universe of Play, as well as its COPPA Safe Harbor Program in general.

Response to CARU

As of March 10

Walmart removes its Universe of Play from Roblox search results and locked the experience on the platform so that children cannot access this undisclosed advergame.

January 31

CARU responds to advocacy groups’ letter regarding Walmart Universe of Play on Roblox and stands by its decision to admit the advergame into its COPPA Safe Harbor Program.

CARU Response

January 23

TINA.org, along with Fairplay, Center for Digital Democracy, and National Association of Consumer Advocates, sends a letter to the Children’s Advertising Review Unit (CARU) regarding Walmart Universe of Play advergame on Roblox.

Letter to CARU

2022

November 1

Just days after boasting to media outlets that “users under the age of 13 will no longer be eligible to see ads” on the platform, Roblox quietly removes its longstanding written policy that “Ads may not contain content intended for users under the age of 13.” Here’s the before and after.

October 27

TINA.org sends a follow-up letter to the FTC (and provides a copy to Roblox, as well as certain companies who advertise on the platform) regarding inaccurate statements made by Roblox about the platform blocking children from accessing advertisements.

Follow-up letter to FTC

August 23

The Advertising Standards Authority declines TINA.org’s complaint because, though Roblox is used by consumers in the UK, it is based in the U.S. and thus outside the ASA’s purview as it “can only take action against advertisers that are based in the UK, or are using a UK platform to advertise their products/services.”

August 10

TINA.org sends complaint letter to the Advertising Standards Authority in the UK urging the agency to take action.

Complaint to ASA regarding Roblox

May 12

The FTC responds to TINA.org’s FOIA appeal indicating that it will provide all of the nearly 1,300 consumer complaints filed with the FTC regarding Roblox.

FTC response to TINA.org FOIA appeal

April 19

TINA.org sends complaint letter to FTC urging the agency to take action.

Complaint to FTC

April 18

TINA.org files a FOIA appeal with the FTC regarding the agency’s provision of only 200 of nearly 1,300 consumer complaints filed with the FTC regarding Roblox.