After concerns of potential "manipulative stealth marketing" to kids, Walmart has shut down Universe of Play, a branded space in Roblox, after six months of operation.
The move follows a push by Truth in Advertising.org (TINA.org) and other watchdogs to assess Universe of Play for any potential harm to kids in the metaverse.
Walmart launched Universe of Play and Walmart Land experience in September to reach Gen Z consumers through the metaverse.
- Walmart claimed that the closure of Universe of Play was planned as part of its strategy and not related to the fact that Roblox had recently revised its ad policies to address messages targeted at kids.
- Concerns surrounding children's privacy in the metaverse have increased, prompting Roblox to make further policy changes prohibiting ads targeted at users under 13.
- These updates include additional guidelines around all sponsored content that can lead children to make purchases outside the Roblox platform.
