Roblox, a widely used video game platform, is under fire for allegedly displaying advertisements for caffeinated potato chips to young users, including those as young as five years old. The advertisements, promoting Bangers Snacks, have drawn criticism from parents and consumer advocacy groups, raising questions about marketing practices on platforms frequented by children.
Truth in Advertising, a consumer advocacy organization, reported that an ad for Bangers potato chips was visible within the game Obby on Roblox. The organization stated that its investigation involved creating a Roblox account for a five-year-old player, which was then served the advertisement. Shana Mueller, a spokesperson for Truth in Advertising, shared these findings with The New York Post.
Bangers Snacks, based in California, describes its products as "AI-powered CPG company redefining caffeinated snacks." The company offers various flavors of potato chips, including "Hot Mamba" and "Paradise." A 2.5-ounce bag of Bangers energy chips contains 200 milligrams of caffeine, an amount comparable to about two cups of coffee. The company also produces non-caffeinated versions of its snacks.
In response to the discovery of the advertisement, a Roblox spokesperson stated, "We immediately sequestered the experience, upon discovery of this ad, until the non-compliant content was removed. The developer is working closely with us to update any future advertising content to be in line with our recently updated policy." This incident occurred shortly after Roblox implemented new policies in May that prohibit the advertising of food and beverage products to children under 13.
Experts have voiced concerns about the impact of caffeine on children. Dr. Lillian Glass, a body language expert, told the Daily Mail that caffeine can be dangerous for developing children, regardless of its source, whether from chips or coffee. She warned that children might consume large quantities of such snacks, leading to dangerous caffeine intake that could affect their heart rate, cause anxiety, and disrupt sleep. While no federal guidelines specifically address caffeine consumption for young children, Columbia University Medical Center suggests that individuals aged 12 to 17 should consume less than 100 milligrams of caffeine per day.
Bangers Snacks has actively incorporated video games into its business strategy, aiming to convert gaming culture trends into retail sales. Founder Phillip Tran has stated that the company's growth has been partly fueled by "millions of video gamers who already know his caffeinated chips from over 200 Roblox games."
Roblox's user base is predominantly young. According to the company's Q3 2025 report, it had approximately 150 million daily active users. A February shareholder report indicated that among users who verified their age, 35 percent are under 13, and 38 percent are between 13 and 17 years old, with only 27 percent being adults over 18. These demographics contributed to Roblox's decision to revise its advertising policies in May, which included stricter regulations on advertising to users under 13 and the introduction of separate age-based accounts for minors. These accounts are designed to consolidate age verification, content ratings, moderation, and parental controls into a unified system for younger users.