{"id":7739,"date":"2026-06-08T23:17:41","date_gmt":"2026-06-08T23:17:41","guid":{"rendered":"https:\/\/delimiter.online\/blog\/brand-safe-advertising-for-children\/"},"modified":"2026-06-08T23:17:41","modified_gmt":"2026-06-08T23:17:41","slug":"brand-safe-advertising-for-children","status":"publish","type":"post","link":"https:\/\/delimiter.online\/blog\/brand-safe-advertising-for-children\/","title":{"rendered":"Roblox selects SuperAwesome for under-13 ad safety"},"content":{"rendered":"

Roblox<\/a> has appointed youth marketing firm SuperAwesome<\/a> as its commercial and technology partner for contextual advertising aimed at users under the age of 13. The partnership, announced on Tuesday, is designed to integrate brand safe advertising into the platform for younger audiences.<\/p>\n

The agreement positions SuperAwesome as the primary provider of compliant advertising infrastructure for Roblox’s underage user base. SuperAwesome specializes in kid safe digital engagement tools, including privacy compliant data management and moderated advertising networks.<\/p>\n

Background of the partnership<\/h2>\n

Roblox operates an online gaming and creation platform that is particularly popular among children and teenagers. The company has faced scrutiny in recent years over child safety<\/a> and data privacy practices, including regulatory attention in the United States and Europe regarding the Children’s Online Privacy Protection Rule (COPPA).<\/p>\n

SuperAwesome provides technology that allows brands to run advertising campaigns within children’s digital environments without collecting personal data or tracking user behavior. Their services are compliant with COPPA and the UK Information Commissioner’s Office Age Appropriate Design Code, also known as the Children’s Code.<\/p>\n

The partnership aims to enable advertisers to reach younger Roblox users through contextual ad placements that do not rely on behavioral targeting. Instead, ads will be matched to the content environment, such as specific games or virtual locations within the Roblox ecosystem.<\/p>\n

Implications for advertisers and users<\/h2>\n

For brands seeking access to Roblox’s large under 13 audience, this partnership provides a controlled channel that reduces legal risk. Advertisers can now place branded content within Roblox experiences while avoiding the fines or reputational damage associated with improper data collection on children.<\/p>\n

For users under 13, the arrangement means that advertising encountered on the platform will not be based on their browsing history, device identifiers, or behavioral profiles. SuperAwesome’s technology anonymizes interactions and ensures that no personally identifiable information is transmitted to third parties.<\/p>\n

Roblox has not disclosed financial terms of the deal or the specific ad formats that will be deployed first. However, the company stated that the rollout will begin with display and video ads placed within approved game environments.<\/p>\n

Broader industry context<\/h2>\n

The move follows a broader industry trend toward age appropriate advertising solutions. Other major platforms, including YouTube and Fortnite, have introduced similar measures to accommodate child safety regulations while maintaining advertising revenue. The global market for kid safe digital advertising<\/a> has grown significantly since the introduction of stricter privacy laws in the EU, UK, and US.<\/p>\n

Critics have previously called on Roblox to do more to protect young users from predatory behavior and inappropriate content. The company has responded by implementing chat filters, parental controls, and age verification measures. This advertising partnership is the latest step in that ongoing effort to align the platform with regulatory expectations.<\/p>\n

Roblox and SuperAwesome confirmed that the advertising system will include human moderation and automated filtering to ensure ads comply with brand safety guidelines. The companies also stated that no advertising will be directed at users based on their age, gender, or location at an individual level.<\/p>\n

The first campaigns are expected to launch in early 2024, targeting markets where kid safe advertising regulations are already enforced, including the United States, United Kingdom, Canada, and Australia.<\/p>\n

Source: GamesIndustry.biz<\/p>\n","protected":false},"excerpt":{"rendered":"

Roblox has appointed youth marketing firm SuperAwesome as its commercial and technology partner for contextual advertising aimed at users under the age of 13. The partnership, announced on Tuesday, is designed to integrate brand safe advertising into the platform for younger audiences. The agreement positions SuperAwesome as the primary provider of compliant advertising infrastructure for […]<\/p>\n","protected":false},"author":1,"featured_media":7740,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[388],"tags":[1332,1948,9092,4410,1097,1379,1438,9091],"class_list":["post-7739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-games","tag-advertising","tag-child-safety","tag-coppa","tag-digital-advertising","tag-publishing","tag-roblox","tag-roblox-corporation","tag-superawesome"],"_links":{"self":[{"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/posts\/7739","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/comments?post=7739"}],"version-history":[{"count":0,"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/posts\/7739\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/media\/7740"}],"wp:attachment":[{"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/media?parent=7739"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/categories?post=7739"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/delimiter.online\/blog\/wp-json\/wp\/v2\/tags?post=7739"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}