When ever there is a ‘new’ platform or advertising opportunity scrutiny, for positive and negative reasons is not far away. Recently we have seen Roblox positioned within this spotlight. There have been allegations of brand safety and bot involvement encouraging users to perform actions and be exposed to areas that have not been made transparent. TINA (Truth in advertising) has recently investigated the game and found that multiple heritage brands including Netflix, Vans, Mattel, and Nike have blurred the lines on what is appropriate; detailing that they are disguising promotional content as games and making it increasingly hard to distinguish to normal game play. This is native in a new sense of advertising and importantly, although adult users may be able to distinguish between a ‘paid for promotion’ or activation, with more than 25 million children playing in the ‘metaverse’ daily they are not. As there is a paid for element directly connected to these accounts this has meant that minors are at risk of exploitation in a space where money transactions are commonplace.

As stated, scrutiny of ‘new’ platforms is not new, historically there is a fair playing field and loopholes are exposed as soon as apparent. YouTube has had its fair share of this and now seem to be in a position where beta’s have successfully combatted previous issues including terrorist, paedophilic and extreme violent content being showcased alongside brands content. YouTube now does form a core part of many advertisers plans and rightly so having addressed these issues over several years and assuring buyers and brands that it is safe to be there. YouTube is already the #1 ad platform in the US for kids’ advertisers and will be in the UK by end of 2023.TikTok is in the middle of this process with a vitally important audience base but confidence from an advertising perspective needing some assurance. They have addressed this and brought out extensive guidelines and processes including vitality important transparency to reassure consumers. Roblox similarly has of course challenged the latest press and is working on its own brand safety response. They plan to introduce new native and immersive formats allowing them to not disrupt user experience and help align playing experience with brands objectives, and mission statements. This they have stated will of course be respecting the advertising guidelines and a core focused on the under 13 users.

What’s often not mentioned is the role that parents can and should be taking in auditing their children’s online footprint. Blocks and limitations are available on most platforms and allow closed and safe spaces. Platform should take further responsibility on how accounts are granted to users, and the process they have in place to grant. It is too easy for a computer savvy minor to set up a profile and bypass the 13+ age restrictions in place.

With these limitations around brand safety and confidence not fully assured brands have to ask themselves which platforms they are comfortable immersing themselves and aligning with. There are partners within the marketplace who create ‘walled gardens’ ensuring the in and output of content, these are the perfect place to start. Tech is also continually developing as are platforms but being aware of the potential pitfalls prior to activation is essential. This will ensure any safeguards that need to be put in place form part of the overall approach and you can launch activations with confidence.

 Written by:

Felix Lewis (Business Director: Digital)