Walmart Joins BBB National Programs’ CARU COPPA Safe Harbor Program for Roblox Product

Dec 12, 2022 10:00 AM ET

McLean, VA – December 12, 2022 – Taking an important step to demonstrate its commitment to children’s privacy, Walmart joins BBB National Programs’ Children’s Advertising Review Unit (CARU) COPPA Safe Harbor Program to ensure that its new immersive Roblox experience complies with the stringent requirements of the Children’s Online Privacy Protection Act (COPPA) and CARU’s Self-Regulatory Guidelines.

Walmart is certifying its new Roblox immersive experience, Walmart’s Universe of Play, with CARU’s COPPA Safe Harbor program.

“Safety is a top priority for Walmart,” said Justin Breton, Director of Brand Experiences & Strategic Partnerships at Walmart. “We are committed to ensuring users – especially children – are protected as they explore and engage with this new, dynamic virtual world.”

BBB National Programs’ CARU COPPA Safe Harbor Program is the first and longest-running COPPA Safe Harbor Program in the U.S. and it is the only one designed to ensure both a company’s products and the product’s advertising comply with COPPA and CARU’s Advertising and Privacy Guidelines.

“Companies who participate in CARU’s COPPA Safe Harbor Program also comply with CARU’s Advertising Guidelines – a set of standards for advertising that help ensure advertising directed to children is not deceptive, unfair, or inappropriate,” said Dona Fraser, Senior Vice President, Privacy Initiatives, BBB National Programs.

Walmart is joining a stable of CARU COPPA Safe Harbor companies committed to customer privacy and to maintaining high standards in advertising to children. Learn more about the CARU COPPA Safe Harbor Program here.


About BBB National Programs:  BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit


About Children’s Advertising Review Unit: The Children’s Advertising Review Unit (CARU), a division of BBB National Programs and the nation’s first Safe Harbor Program under the Children’s Online Privacy Protection Act (COPPA), helps companies comply with laws and guidelines that protect children from deceptive or inappropriate advertising and ensure that, in an online environment, children’s data is collected and handled responsibly. When advertising or data collection practices are misleading, inappropriate, or inconsistent with laws and guidelines, CARU seeks change through the voluntary cooperation of companies and where relevant, enforcement action.



Abby Hills
Director of Communications
BBB National Programs
703-247-9330 /