Web3 Studios Must Prioritize Child-Safety Amidst Brand Pressure

Web3 studios are facing a new reality as brands demand child-safety rails before committing to ad spend. Roblox, a popular online gaming platform, has recently formalized its approach to kid-facing inventory, introducing a curated directory of vetted creator experiences and a restricted, directly sold ad pathway for under-13 users.

This shift in strategy is driven by regulatory pressure and the need to protect young players from predators. In June, Roblox introduced Brand Link, a platform that allows brands to partner with creators who cater to children, ensuring safer and more predictable advertising.

The company has also rolled out age-based account tiers globally, including Roblox Kids (5-8) and Roblox Select (9-15), along with enhanced age checks, curated catalogs, and expanded parental controls for under-16 users. This change aims to address concerns around child safety and data protection.

Web3 studios are now being held to the same standards as Roblox, with brands expecting similar measures to ensure that kid-friendly content is protected from predators and mature themes. The industry is shifting towards a more centralized approach, with off-chain account tiers, moderation, and ad placement approvals becoming the norm.