A consumer watchdog group has flagged advertisements for the popular gaming platform Roblox, claiming they were aimed at children as young as five, promoting caffeinated potato chips.
The online gaming company, currently under scrutiny from six states for child safety concerns, displayed an ad for banger chips in a game called “Obby But You’re on a Bike,” according to Truth in Advertising.
Marketing food and drink products to kids under 13 goes against Roblox’s own rules, established in May, and the $4.9 billion company quickly removed the ads, as stated by the watchdog.
Yet, before the ad’s removal, it’s likely that thousands of kids saw it. The game, which holds the lowest maturity rating on Roblox, has amassed around 2 billion views.
A food consultant, Dan Glickberg, criticized the idea of caffeinated chips, expressing concern that not only are chips generally unhealthy, but caffeine doesn’t belong in snack foods.
Roblox is unveiling a “Brand Integration Hub” that will require creators to register partnerships with Roblox ahead of launching campaigns. Creators will also need pre-approval for their campaigns.
Banger, located in San Francisco, describes itself as an “AI-powered CPG,” aiming to redefine caffeinated snacks. The company did not return requests for comments.
Founder Philip Tran mentioned that the company has seen substantial growth, thanks to “millions of video gamers” familiar with the caffeinated chips across over 200 Roblox games.
A 2.5-ounce serving of these chips contains 200 milligrams of caffeine, equivalent to about two cups of coffee, noted a USA Today report.
Truth in Advertising created Roblox accounts for five-year-olds to see if ads for banger potato chips could be served to these accounts, according to spokeswoman Shanna Mueller.
The group reported that the chips were prominently displayed in various Obby games.
In a statement, a Roblox spokesperson noted that upon discovering the ad, they immediately dealt with the issue, quarantining the experience until the non-compliant ads were removed. They added that the developer is cooperating to revise future content to meet updated policies.
Last year, Truth in Advertising urged the Federal Trade Commission to investigate Roblox, alleging the company was “exploiting” children through misleading marketing, a request that hasn’t yet been acted upon.
Roblox has faced multi-million dollar settlements in Alabama, Nevada, and West Virginia for allegedly failing to protect minors from sex offenders. Meanwhile, Connecticut, Kentucky, and Texas are currently investigating or suing Roblox.
According to Mueller, Truth in Advertising will keep monitoring Roblox closely.
