For example, Roblox can partner with creators and marketers to create ad campaigns that explain to kids what marketing is and how they should evaluate marketing messages to make them smarter consumers ...

The groups, led by the ad watchdog truthinadvertising.org (TINA.org), sent a letter to the Children’s Advertising Review Unit (CARU), asking them to audit Walmart’s Roblox games.

Roblox has become a trusted platform for kids, recognized by Newsweek as one of America's most trustworthy companies, despite ongoing online safety concerns.

Roblox responded to that report by calling it "simply misleading", but last month announced plans to require parental permission for children under the age of 13 to access chat features by default.

Roblox really wants you to know that it isn’t just for kids It sounds like the platform is planning to make experiences specifically for older audiences.