Roblox updated its rule book with a slew of new advertising guidelines, including an explicit reinstatement of its ban on allowing developers from advertising to users under the age of 13. The changes, which provide further clarity on how exactly an ad must be disclosed, as well as prohibitions on specific types of ads, such as those related to cryptocurrency and online dating services, may impede brands’ efforts to reach audiences on the Gen Z-favorite virtual platform.
For brands looking to reach preteens, for example, the reinstatement of the ban on advertising to this demographic calls these efforts into question.
Paramount has plans to launch Roblox worlds tied to Spongebob Squarepants and Teenage Mutant Ninja Turtles—which are both tied to children’s programming— that may include content considered advertising. In these cases, Roblox says that developers must use a special API tool called PolicyService to hide such content.