In a new announcement, Roblox reveals a policy update to its in-game brand integrations and will begin taking a major cut from those integrations. This new policy will go into effect this year, with policy registration and labelling starting April 15th, 2026, the mandatory adoption of the new system by May 4th, 2026, reporting systems entering beta testing in August 2026 before the revenue model sharing takes effect in 2027.
In an interview with GamesBeat, Roblox’s vice president of global brand partnerships and advertising shares that this update is a part of the brand’s larger vision “to clarify its definition of brand activity, expand access to ad formats, and to give creators more tools to work with brands.” She emphasized that the updates’ goal is transparency, and to ensure that every encounter on Roblox is age appropriate, rather than prioritizing revenue.
Some observers view this update as a significant change, as the company is moving away from an independent approach to creator brand deals, and diverging from the typical handling of branded content that other creator platforms like YouTube and TikTok favour. GamesBeat quoted a critic who suggests that this approach is “the equivalent of YouTube charging creators by the view to publish videos containing ad reads or sponsor logos.”
Under the new rules, Creators will be required to register all paid brand integrations before campaigns, and promotional assets must be submitted for moderation. Content will be classified as either Brand material or as content promoting off platform products for compensation. A new labeling system will allow creators to notify and update their advertising content to Roblox individually. Roblox will also restrict certain categories for people under the age of 13 such as food, cosmetics, pharmaceuticals and financial services.
Some observers have raised concerns that this policy violates California’s Unfair Competition Law, however Roblox’s spokesperson replied that its new brand integration policies are just “specific rules in place to ensure the safety of what shows up on our platform.” The new policy may also strain relations with creators and their brand partners; Some creators who monetize through brand deals are upset with this change and view this move as Roblox taking more money from creators, noting that they already give Roblox 30 percent of their earnings from in-game purchases and brand deals were a separate way to generate income without Roblox payments.