Roblox Revamps Its Ad Policies after TINA.org Action
Will it enforce them this time?
Rise of Kingdoms
In December 2019, a false advertising class-action lawsuit was filed against the marketers of the mobile video game Rise of Kingdoms. Among other things, the complaint alleges that the companies:
- Hide the long-term cost of playing the game by letting consumers start playing the game for free when, according to plaintiffs, “[n]early every aspect of [the] game is designed to lure additional financial investments from its players;”
- Mislead players by not disclosing the odds of winning certain prizes in loot box games;
- Violate their own terms and conditions by allowing multiple players to share one account; and
- Operate an illegal and unregulated gambling video game.
(Coy et al v. Lilith Games (Shanghai) Co., Ltd. Et al, Case No. 19-cv-8192, N.D. Cal.)
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