Roblox Enforces New Ad Rules for Creators

Roblox's new advertising framework went live today. Any experience earning money from a brand is now formally an ad — creators must register, label, and submit assets for moderation, and use Roblox's own rewarded-video formats. Ads shown to users under 13 must be contextual and sold directly by Roblox or creators, cutting third-party ad networks out of that audience entirely. Creators who don't comply risk content removal, account suspension, or loss of access to ad features. This is stage one of a bigger monetization play: Roblox is building toward a 2027 model where it takes a cut of paid in-game brand integrations. For a platform where brand deals inside kid-targeted experiences have operated in a legal gray zone for years, the formalization was overdue. The developer forum is split between people relieved to finally have clear rules and those calculating how much compliance overhead just landed on their margins.