Ads on the wildly popular video game platform Roblox enticed kids to try caffeinated potato chips — and they targeted children as young as age 5, a consumer watchdog group says.
The controversial online gaming company – which has been probed by half a dozen states over child safety issues – featured ads for Banger chips as recently as Friday in a video game called “Obby But You’re on a Bike,” Truth in Advertising said Monday.
Serving up ads about food and beverage products to children under age 13 violates Roblox’s own policy, which was implemented in May, and the ads were immediately taken down by the $4.9 billion company, the watchdog said.
But thousands of children may have seen the ad before the takedown — “Obby But You’re on a Bike,” which has the Roblox’s lowest maturity rating, has drawn 2 billion visits, according to Truth in Advertising.
“Putting caffeine in chips is a terrible idea because potato chips in general are terrible for you and caffeine has no business being in the salty snacks category,” Dan Glickberg, a food consultant and the former owner of Fairway Market, told The Post.
The company also implemented a new “brand integration hub” where creators have to register partnerships with Roblox prior to launching a campaign — and the creators have to submit their campaigns to the game company for pre-approval, it said.
Banger, which is based in San Francisco, Calif., and describes itself as an “AI powered CPG [consumer packaged goods] company redefining caffeinated snacks,” did not immediately respond to a request for comment.
The company’s founder, Phillip Tran, told FoodNavigator USA, that his company has grown substantially thanks to “millions of video gamers who already know his caffeinated chips from over 200 Roblox games.”
A 2.5-ounce bag of the product has 200 milligrams of caffeine — roughly equivalent to two cups of coffee — according to USA Today.
Truth in Advertising set up a Roblox profile for a 5-year-old to test whether the account would be served the Banger potato chips ads, said spokesperson Shana Mueller.
A prominent billboard advertising the chips appeared in the “Obby” game, according to the group.
“We immediately sequestered the experience, upon discovery of this ad, until the non-compliant content was removed. The developer is working closely with us to update any future advertising content to be in line with our recently updated policy,” a Roblox spokesperson said in a statement.
In 2022, Truth in Advertising alleged Roblox “exploits” and “harms children” with deceptive marketing, recommending that the Federal Trade Commission investigate the publicly held company. The agency has yet to do so.
Alabama, Nevada and West Virginia reached multi-million dollar settlements with Roblox over allegations it failed to protect minors from sexual predators. Connecticut, Kentucky and Texas are currently investigating or have lawsuits against Roblox.
Truth in Advertising is continuing its “monitoring” of Roblox, Mueller told The Post.