MADISON, CONN., April 19, 2022 (GLOBE NEWSWIRE) — With more than 50 million daily users, about half of whom are children 13 and under, online gaming and creation platform Roblox is the one of the biggest players in the market. expanding metaverse world. But according to an investigation by advertising watchdog TINA.org, advertising is being surreptitiously pushed onto millions of unsuspecting Roblox users in numerous ways because the multibillion-dollar public company has failed to establish significant safeguards to ensure compliance with truth in advertising laws on its Platform.
Brands and their influencers are exploiting this lack of oversight to manipulate millions of consumers into unknowingly participating in brand worlds (i.e. ad games), interacting with avatar influencers not leaked (i.e. avatars created by paid brand endorsers) as well as AI-controlled promo bots, and spend a huge amount of time and money on the platform. Additionally, consumers, including miners, are lured into Roblox with unsubstantiated and atypical representations of earnings, including that users can earn a huge amount of Robux (the platform’s virtual currency) and millions of dollars as game developers, despite the fact that the vast majority of Roblox game developers will never make any money. Truthinadvertising.org (TINA.org) has filed a complaint with the Federal Trade Commission (FTC) urging it to investigate Roblox and take appropriate enforcement action.
“Misleading advertising in the form of hidden ad games, undisclosed influencer marketing, and unsubstantiated tax claims has found a new home in the Roblox metaverse with potentially disastrous results for consumers, especially children,” said Bonnie Patten, executive director of TINA.org.
TINA.org’s investigation revealed that a number of companies, including Nike, Vans, Netflix, and Mattel, among others, jumped into the Roblox metaverse with reckless abandon by creating undisclosed advertisements and other promotional content disguised as games and often indistinguishable from organic content. . And while it’s hard for adult users of the platform to discern what is and isn’t marketing, it’s impossible for the more than 25 million kids who play in this metaverse daily, because kids are unable to identify advergames.
For more on TINA.org’s Roblox investigation, see: https://truthinadvertising.org/brands/roblox/
About TINA.org (truthinadvertising.org)
TINA.org is a nonprofit organization that uses investigative journalism, education, and advocacy to empower consumers to protect themselves from misleading advertising and deceptive marketing.