Bridging the Brand Safety Youth Chasm in Gaming

Generation Z increasingly gravitates toward deep/immersive digital experiences. Gaming platforms have emerged as a key touchpoint not only for Gen Z, but for brands aiming to engage this demographic. With over 80 million daily users, Roblox has become one of the leading platforms where Gen Z not only plays but also interacts socially.

While branded content on platforms like TikTok sees fleeting interactions averaging 1.3 seconds, branded experiences on Roblox hold the attention of users for an impressive 11 minutes. This statistic underscores the potential of gaming environments for more meaningful brand engagement. However, this growing opportunity comes with a heightened focus on brand safety, as the lucrative environment, with platforms like Roblox are under scrutiny for brand safety concerns.

A recent report from Hindenburg Research accused Roblox of exposing young users to inappropriate content, including grooming, pornography, and abusive speech. While Roblox has been proactive in addressing these claims by removing or reviewing the flagged content, the platform’s large underage user base presents inherent risks. Over 20% of Roblox users are under the age of nine, and a majority are under 16, raising concerns about the suitability of content and the effectiveness of existing parental controls. For brands, the challenge lies in balancing this massive engagement opportunity with the risk of being associated with harmful or inappropriate content.

In response to these concerns, and as a precaution, Roblox is taking steps to enhance user safety by launching initiatives like the Teen Council, part of their broader Youth Engagement Program. This council, comprised of 14- to 17-year-olds, will collaborate with internal teams to advise on digital well-being and user safety, offering a unique perspective on the platform’s content and policies. This proactive approach not only helps protect younger users but also signals to brands that Roblox is committed to maintaining a safe environment.  Yet, against the allegations against some of the platforms with respect to COPPA compliance, is this enough to steer clear of brand safety missteps? For brands considering partnerships in gaming, these efforts are crucial as they provide a layer of assurance that platforms are actively working to address safety concerns.

For context, Pixalate has introduced a Trust and Safety Advisory Board to evaluate whether apps are child-directed under the Children’s Online Privacy Protection Act (COPPA). The board is led by Allison Lefrak, a former FTC enforcer, and includes qualified educators who assess apps' compliance with COPPA’s strict guidelines for protecting children under 13. This regulatory framework is crucial in safeguarding young users from data exploitation, ensuring platforms remain transparent about how they collect and use personal information. Platforms like YouTube, TikTok, and Facebook have all implemented various compliance measures, such as labeling content and setting up dedicated children’s apps, to adhere to these standards. Despite these measures, TikTok has faced multiple legal challenges for violating COPPA. In a high-profile case, the Federal Trade Commission (FTC) sued TikTok’s parent company, ByteDance, for failing to notify and obtain parental consent before collecting personal data from children. This was in violation of a 2019 consent order. The FTC, led by Chair Lina M. Khan, emphasized the importance of protecting children’s privacy in an era where companies use sophisticated digital tools to collect data. This case highlights the ongoing challenges in enforcing child privacy laws amid the growing complexity of digital platforms.

While platforms like Roblox are making strides in ensuring brand safety, the gaming industry as a whole presents a complex landscape. Brands must be vigilant but not overly cautious, as new solutions emerge to vet content and creators, companies must leverage advanced tools and data-driven insights to make informed decisions, ensuring that their advertising efforts are both safe and effective in capturing the attention of Gen Z. With collaboration between platforms, brands, and users, the future of brand safety in gaming looks increasingly promising.