Roblox states it processes user Personal Information to determine ad display; personalized ads are shown only to users 18 and older (with consent where required by applicable law), while users under 18 receive only non-personalized ads.
This analysis describes what Roblox's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes a categorical age threshold of 18 for personalized advertising (rather than the lower threshold of 13 common in many platforms), and requires consent for personalized ads where applicable law mandates it, engaging GDPR consent requirements for EEA users and FTC guidelines for advertising to minors.
Interpretive note: The policy states consent is required 'where required' for personalized ads but does not specify the consent mechanism or lawful basis asserted in jurisdictions where consent is not mandated, creating interpretive uncertainty about the operational implementation.
The updated policy restricts personalized advertising based on age. Users under 18 will see only nonpersonalized ads on the platform, while users 18 and older may see personalized ads if they provide consent where required. The revised language also removes the previous statement that the platform collects personal information from under-13 accounts for advertising purposes, clarifying that such data is not used for marketing. Users 18 or older can control whether they see personalized ads through Roblox account settings.
View change record →The updated policy clarifies that parent email addresses constitute the only personal information collected from child accounts under COPPA, rather than listing persistent identifiers. The policy now states that personalized ads are not enabled until age 18, rather than leaving this ambiguous when a child turns 13. These clarifications affect how parents and children understand what data Roblox collects and when advertising becomes personalized; however, the underlying data practices do not appear to have changed operationally. The policy removed detailed descriptions of collection purposes (such as internal operations), which means parents now have less granular explanation of data uses, though stated practices remain.
View change record →New detailed provision establishes advertising tier at age 18 (rather than previous age 13 threshold) and explicitly permits working with ad partners, changing the ad personalization age gate.
View full change record →Under these terms, users under 18 will see non-personalized ads regardless of account settings, and users 18 and older may control personalized ad preferences through Roblox account settings. The policy states that consent is required for personalized ads where applicable law mandates it, which applies to EEA and UK users under GDPR.
Cross-platform context
See how other platforms handle Advertising: Personalized Ads at Age 18, Non-Personalized Ads for Under-18 Users and similar clauses.
Compare across platforms →"We process your Personal Information to display ads on Roblox. Specifically, we use information we collect to decide which ads to show you on Roblox. Roblox also may work with partners to directly show you ads on Roblox. Users under 18 years old will see only nonpersonalized ads. Users 18 years old and older will see personalized ads on Roblox (with consent, where required). If you are 18 or older, you can control whether you see personalized ads through your Roblox settings.Excerpt from Roblox's Privacy and Cookie Policy
(1) REGULATORY LANDSCAPE: Personalized advertising using Personal Information engages GDPR Article 6 (consent as lawful basis for EEA/UK users) and the ePrivacy Directive for cookie-based ad targeting.
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This provision establishes a categorical age threshold of 18 for personalized advertising (rather than the lower threshold of 13 common in many platforms), and requires consent for personalized ads where applicable law mandates it, engaging GDPR consent requirements for EEA users and FTC guidelines for advertising to minors.
Under these terms, users under 18 will see non-personalized ads regardless of account settings, and users 18 and older may control personalized ad preferences through Roblox account settings. The policy states that consent is required for personalized ads where applicable law mandates it, which applies to EEA and UK users under GDPR.
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