Recently, consumer advocacy groups have called for an audit of Walmart’s Roblox game, which is a virtual world where players build, create, and interact with other players. The groups claim that Walmart is using the game as a method of “stealth marketing” to children.
The groups allege that Roblox has been used to quietly promote Walmart products, such as toys and clothing. These promotions are reportedly done without parental knowledge, and it is feared that these efforts could encroach upon children’s privacy and negatively influence their decision-making processes.
The groups further allege that Roblox has not been properly vetted for potential marketing schemes prior to its launch due to a lack of oversight from Walmart. In response, Walmart has asserted that Roblox is a safe environment for children, and that their marketing activities meet all applicable guidelines.
When asked to respond to these allegations, a Walmart spokesperson stated that the company takes its responsibility to protect the privacy and safety of children very seriously. The spokesperson went on to say that they are constantly reviewing and adjusting the parameters surrounding their marketing activities to ensure they remain compliant with all applicable laws and regulations.
Despite Walmart’s statement, the consumer advocacy groups have requested that an independent audit be conducted in order to further protect children from potential exploitation. They also suggest that Walmart employ more stringent restrictions when it comes to what products are being promoted within the game, as well as provide an incentive for parents to opt their children out of any potential marketing tactics within the game.
It remains to be seen how Walmart will respond to these demands, but it is clear that there is a need for increased regulation when it comes to marketing to children. Consumer advocacy groups will continue to speak out on this issue, and it is hoped that greater enforcement of existing guidelines and an independent audit of Roblox will help protect children from being exploited by stealth marketing tactics.
