Roblox updates ad policies, adds restrictions to advertising standards

Roblox (RBLX) shared upcoming changes to its Advertising Integrations Policy and advertising solutions, which will roll out over the next 12 months. “We are updating our Independent Advertising Policy (found within Community Standards) on May 4, 2026, to provide more clarity around what an ad is on Roblox,” the company said. “We are also adding additional restrictions to our Advertising Standards to serve age-appropriate advertising content to users. Content will now be classified as an ad if it involves compensation from a brand to feature within a creator’s experience, or if it promotes off-platform products. This clarity will ensure that users will have the same experience with advertising across experiences. They can easily engage with ad labels and disclosures to understand why they are seeing the ad, and if needed, report it for our review.” Starting May 4, creators and brands on Roblox can now show age-appropriate advertising formats, such as Advertising Integrations, Homepage Formats, and Billboard ads to all users on the platform, across the 18+, 13 – 17, and Under 13 categories. To ensure age appropriateness for all users, the following rules apply to the U13 audience: Prohibited Formats: Any rewarded advertising formats are not permitted for U13 users. This includes attaching avatar items and developer products to integrations as a reward for completion. Restricted Categories: Certain brand categories, including food, cosmetics, pharmaceuticals, and financial services cannot be served to U13 users. All advertising formats on Roblox for U13 will be COPPA compliant and in line with industry best practices like other platforms. New APIs & tooling will launch in April to help you automatically serve the correct ad formats to eligible audiences within your experience.