Hi creators,
Today, we are sharing upcoming changes to our Advertising Integrations Policy (formerly our Independent Ads Policy) and advertising solutions, which will roll out over the next 12 months.
These changes have three key goals:
- A safe, clear ad experience for all users: Brands are embedded in everyday life. We want to ensure that when users see advertising on the platform, it is transparent, age-appropriate, and privacy-first.
- Greater earnings for creators: Our goal is to grow this market, and help creators earn more from advertising.
- Successful outcomes for brands: By standardizing policies, pricing, and measurement we can make Roblox more accessible to brands, helping them invest at higher levels, with more success.
Our aim with this post is to provide the tools, clarity, and support you need to minimize impact on your active Advertising Integrations.
Clarifying our Advertising Policies
We are updating our Independent Advertising Policy (found within Community Standards) on May 4, 2026, to provide more clarity around what an ad is on Roblox. We are also adding additional restrictions to our Advertising Standards to serve age-appropriate advertising content to users.
Content will now be classified as an ad if it involves compensation from a brand to feature within a creator’s experience, or if it promotes off-platform products. This clarity will ensure that users will have the same experience with advertising across experiences. They can easily engage with ad labels and disclosures to understand why they are seeing the ad, and if needed, report it for our review.
Age appropriate advertising for all users
Starting May 4, creators and brands can now show age-appropriate advertising formats, such as Advertising Integrations, Homepage Formats, and Billboard ads to all users on the platform, across the 18+, 13 - 17, and Under 13 categories (U13).
To ensure age appropriateness for all users, the following rules apply to the U13 audience:
- Prohibited Formats: Any rewarded advertising formats are not permitted for U13 users. This includes attaching avatar items and developer products to integrations as a reward for completion.
- Restricted Categories: Certain brand categories, including food, cosmetics, pharmaceuticals, and financial services cannot be served to U13 users.
All advertising formats on Roblox for U13 will be COPPA compliant and in line with industry best practices like other platforms (e.g., YouTube Kids). New APIs & tooling will launch in April to help you automatically serve the correct ad formats to eligible audiences within your experience.
Mandatory Rewarded Video Migrations
By May 4, all independent rewarded video implementations must be migrated to Roblox’s native Rewarded Video format. After this date, independent rewarded video ads will no longer be permitted. Under existing guidelines, we also do not permit 3rd parties to run SDKs related to the serving, targeting, and measurement of advertising.
To learn more about how to migrate to Roblox-owned formats, please see our advertising documentation.
New Registration & Advertising Labelling Requirements
From May 4, creators will be required to register all Advertising Integrations with Roblox prior to campaigns going live in Ads Manager and submit assets for moderation.
This will enable Roblox to comply with regulatory requirements, enable disclosure and transparent reporting of all advertising currently live on the platform, and ensure that all advertising is clearly labelled and age-appropriate under our new standards. We are designing this submission process to be quick and straightforward, so you can spend more time building!
We are also launching new, enhanced advertising labels for advertising integrations and brand experiences classified as ads. These will be able to be applied directly in Studio, meaning you won’t need to spend valuable time scripting or designing your own custom labels. These labels will also enable users to report ads they don’t like, providing users with better control over their ad experiences on the platform.
Registration and labelling tools will be available beginning April 15, in advance of implementation requirements, to allow creators to test, understand and improve the system.
We will update this DevForum post with documentation when ready to test.
Standardizing Advertising Integrations
In January 2027, we will introduce a new revenue share for all advertising integrations on the platform. We are introducing it for three key reasons:
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We see Advertising Integrations as premium formats, and we want brands to value them appropriately. Today, many creators feel pressure to set low prices due to a lack of standardized measurement and price transparency. We’re investing in additional services such as clear ad labels and aggregated advertising measurement to support this.
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A revenue share that scales like media will help brands report, measure and value Advertising Integrations in a similar way to other scaled media formats on other platforms. Today, the flat fee deal structures leave creators earning less, not more.
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We want to bring price transparency to the market. Many creators do not have insight into what they could charge for their integrations, based on their size or audience. We want to change this, so creators can ask for the appropriate value
We are actively working with creators to finalize the details and roll out of the revenue share, and will share more later in Q2.
Timeline and Next Steps
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April 2026: Tooling & documentation will be available, enabling you to learn the new registration and labelling process.
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May 4, 2026: The new policy for labelling and all ages advertising takes effect. Creators will need to use our new registration and labelling tools, and be migrated over to the new Roblox-owned Rewarded Video formats. Creators can also run their own ads to all ages in Ads Manager from this date.
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August, 2026: We will start rolling out new reporting in beta to manage Advertising Integrations.
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January, 2027: The new revenue share will come into effect. We’re finalizing the details in conversations with creators, and will share more in the coming months.
We see Advertising Integrations as the modern Saturday Morning Cartoons, one of the safest, most authentic ways to reach audiences. We want to grow this space, and ensure that you are able to charge premium prices, getting out of the ‘race-to-the-bottom’ that currently exists.
Thank you.
Resources
FAQs & Definitions
Click here to view
What if my experience includes a brand’s IP but I am not being compensated? Is it still an ad?
- IP integrations where a creator is paying for, or working with a brand to bring or build IP into an experience (without off-platform promotion), is not impacted by this change. Roblox reserves the right to ask for reasonable written proof involving the IP holder if we believe something may be advertising.
Will Roblox need to be involved in every deal? Can I still work directly with brands?
- You can still work directly with brands, without Roblox involvement. Our new tooling and registration will be self-service to enable you to comply with platform policies when you launch ads.
Can I still set my own pricing for advertising integrations?
- Yes, you can still set your own pricing for advertising integrations. We recommend charging based on the new CPTV metric on a fixed number of visits to best account for the fee, rather than a flat rate.
How far in advance should I register my campaign?
- We recommend registering your campaign as early as possible. To go live on time, campaigns should be registered no later than 5 business days prior to activation.
Will registering and labelling my campaign take a lot of extra time?
- This process should be quick and easy. Labelling will be able to be done within Studio, and registration should only require a few inputs. We’ll share more in the coming weeks!
Will this mean my experience might be covered in ad labels if I do an Advertising Integration?
- We’re aiming to find the balance between clear and sufficient disclosure to users and a non-interruptive experience to gameplay. We’ll continue to work with creators as we roll this out to find the right balance, and are open to feedback to do this.
What if I don’t comply with these policies?
- Creators that do not register, label, or fall out of compliance with policy may be subject to removal of content, suspension of associated accounts, or feature restrictions, among other actions.
Will any U13 inventory be served through third-party programmatic systems?
- All ads for U13 will be contextual and sold directly via Roblox or creators. Ads to U13 will not be served via programmatic partners such as Google. All advertising formats on Roblox for U13 will be COPPA compliant and in line with industry best practices like other platforms (e.g., YouTube Kids).
I have a deal for 2027 that may be impacted by the revenue share, what should I do?
- Please contact Roblox support with any concerns, and we’ll be happy to work with you to minimize disruption.
I’m worried about getting overcharged if I leave persistent player rewards in my game, or my game goes viral. How will the revenue share work for these use cases?
- We are actively working on these use cases with creators, and will have more to share soon. Our goal is to have workable solutions for these, while still encouraging premium pricing for integrations that scale with value.
Definitions
An Advertising Integration is when a brand pays or compensates a creator to appear within their experience for a period of time.
Content will now be classified as an ad if it involves compensation from a brand to feature within a creator’s experience, or if it promotes off-platform products This includes brand owned experiences, where there is a call-to-action for off-platform products. In brand owned experience use cases, this section of the experience will need to be registered and require an ad label. Brand-owned experiences will not be subject to the revenue share.
Rewarded advertising is classified as anything where a user gets a reward after or during engagement with an advertising experience. Our recommendation for U13 users is to provide any items prior to engagement with the integration, to enable them to play with the IP, not because of it.
