Roblox Enables Under-13 Advertising, Partners Exclusively with SuperAwesome

Roblox monetizes a significant portion of its user base, 35% of whom are under 13, through a controlled advertising environment. This move could influence how other platforms with large youth audiences approach advertising, emphasizing compliance and brand safety over programmatic scale. Watch for Roblox's subsequent earnings reports to assess the revenue impact and for any regulatory or parental feedback on this new advertising model.

This expansion into under-13 advertising follows Roblox's broader ad platform overhaul announced in March 2026 (BigGo News). The overhaul formalized in-platform advertising, introducing a revenue-sharing model and a three-tiered age-gating system across Adult (18+), Teen (13-17), and Child (Under 13) categories. The platform also banned rewarded ads and specific product categories (food, cosmetics, pharma, finance) for under-13 users (Roblox Advertising Standards, effective May 2026). While Roblox had been criticized in 2023 by the Children’s Advertising Review Unit for unclearly labeled branded experiences, it introduced a new feature in May to add standardized labels to "advertising integrations and brand experiences classified as ads" (AdExchanger, June 2026). Digiday (early 2026) noted that Roblox's expansion of its advertising network would require addressing child safety concerns, particularly as programmatic video ads are rolled out more widely to users 13 and older, though the platform has taken a privacy-centric approach.