The majority of Roblox’s 55 million daily users are under the age of 14. Truth In Advertising has filed a complaint with the Federal Trade Commission (FTC), saying the popular platform creates advertising that is indistinguishable from its organic content.
For example, Truth In Advertising says its impossible for young users to tell the difference between games sponsored by Nike, Netflix and Hot Wheels, and others, from the platform’s organic content. Further, undisclosed sponsored content is hidden inside the avatar shop and organic games, such as the wildly popular Adopt Me. The complaint also says avatar influencers—both humans and those created by artificial intelligence—interact with users of the platform without disclosing their brand relationships.
The complaint says Roblox “failed to establish any meaningful guardrails” to make sure it is in compliance with truth in advertising laws.
