r complaints from consumer groups, Walmart removes Roblox game

After consumer groups complained to the Children’s Advertising Review Unit, Walmart pulled its Universe of Play game off global gaming platform Roblox. The game had been approved by the Unit previously.

Why we care. Can marketers and consumers trust the CARU seal of approval? We can trust Walmart’s word that Universe of Play was approved by CARU. This would have protected them from not only the FTC but also from charges such as those brought by consumer groups.

These complaints were serious and could have been anticipated. Both marketers and consumers need to ask if CARU provides meaningful oversight or if it is just a fig tree.

It was. Universe of Play was one of the two Walmart marketing campaigns that were launched last September on Roblox, a metaverse platform. The interactive games offered users the chance to win virtual coins that could be used to purchase virtual merchandise.

According to the company, the marketing is targeted at consumers aged 17-24. Universe of Play’s key brands were Paw Patrol, Jurassic World and Razor Scooters. These brands appeal to a younger audience.

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These are the complaints. In January, the ad watchdog truthinadvertising.org and several other consumer groups, sent a letter to CARU saying Universe of Play targeted young children and was marketing products without providing proper disclosures that the game and its content are actually ads.

They also claimed that Walmart’s use CARU’s COPPA safe harbor program seal sent the message that the game was in compliance with the organization’s guidelines.

The BBB National Programs runs CARU, one of 12 industry self-regulation programmes. CARU’s 2001 advertising program was certified by the FTC to be a Safe Harbor in accordance with the U.S. children’s online privacy law COPPA. Participants who follow CARU’s guidelines will be considered in compliance with the law. They are protected from any FTC enforcement actions.

Unsafe harbor CARU was also requested by the consumer groups to audit Walmart’s Roblox game offerings. The retailer issued a statement stating that this had been done. “In December 2022 Walmart was approved to join CARU’s COPPA Safe Harbor Program after demonstrating how Universe of Play, a new Roblox experience, complies the strict requirements of COPPA.

The game was removed from the website by shortly thereafter. CARU and Walmart have not responded to requests for comment.

The post Walmart pulls Roblox game from platform following complaint was first published on MarTech.