A consumer watchdog group has accused the online gaming platform Roblox of targeting children as young as five with advertisements for caffeinated potato chips. Truth in Advertising stated that ads for Banger chips were featured in the Roblox game "Obby But You’re on a Bike" as recently as Friday.
Bangers snacks, which contain 200 milligrams of caffeine per 2.5-ounce bag—approximately the amount in two cups of coffee—were advertised on Roblox, a platform with a significant young user base. According to Truth in Advertising, this violates Roblox's own policy, implemented in May, which prohibits food and beverage ads for users under 13. The company has since removed the ads.
Despite the swift removal, Truth in Advertising estimates that thousands of children may have seen the advertisement. The game "Obby But You’re on a Bike" reportedly has 2 billion visits and carries Roblox's lowest maturity rating. Shana Mueller, a spokesperson for Truth in Advertising, explained that the group created a Roblox profile for a five-year-old to test the ad targeting.
Roblox issued a statement acknowledging the issue, saying, "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 is not the first time Truth in Advertising has raised concerns about Roblox. In 2022, the group alleged that Roblox uses deceptive marketing practices that exploit and harm children, recommending a Federal Trade Commission investigation, which has not yet occurred. Additionally, several states have previously reached settlements or are currently investigating Roblox over allegations related to child safety, including failure to protect minors from sexual predators.