Will Norway introduce restrictions on a well-known game? Children are spending real money on it
The Roblox platform uses mechanisms resembling gambling and encourages children to spend money. This is according to a new report by Norway’s media regulator. As many as 80 percent of Norwegian children aged 9 to 12 use the platform.
These are further recommendations affecting the relationship between children and the virtual world.
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The Norwegian Media Authority (Medietilsynet) has presented the report “Roblox under radaren”, which analyses the risks associated with the popular platform. According to its authors, the platform’s design prioritises profits over the well-being of its youngest users. At first glance, Roblox appears friendly. However, its simple, cartoon-style graphics conceal an extensive purchasing system, social features and solutions that may put pressure on children. Mari Velsand, Director General of Medietilsynet, stresses that parents should be aware of the risks present even in seemingly safe games.
Virtual money, real spending. Children under pressure to make purchases
Roblox allows users to buy digital items using the virtual currency Robux. However, it must be purchased with real money. Children can freely move between games, social features and the store, which, according to Medietilsynet, increases the risk of impulsive purchases. The authority also warns of mechanisms that may foster addiction and of the possibility of contact with strangers.
Particular concerns relate to solutions resembling gambling. In the game “99 Nights in the Forest”, users lose their progress when their character dies, but can pay to restore it. So-called loot boxes are also available there: paid packages containing random digital items. Meanwhile, in “Adopt Me”, where players care for virtual pets, there are rewards for daily logins, purchase offers and the option to trade.
Particular concerns relate to solutions resembling gambling. In the game “99 Nights in the Forest”, users lose their progress when their character dies, but can pay to restore it. So-called loot boxes are also available there: paid packages containing random digital items. Meanwhile, in “Adopt Me”, where players care for virtual pets, there are rewards for daily logins, purchase offers and the option to trade.
For several years, the Norwegian Media Authority has been addressing the issue of marketing and other mechanisms directed at children.Photo: NTB Kommunikasjon
Four games under scrutiny. Norway prepares new regulations
Medietilsynet analysed a total of four popular games available on Roblox. In “Clip It”, users can endlessly scroll through content and contact strangers, much like on social media. Meanwhile, “Brookhaven RP” allows users to buy additional privileges that highlight differences between paying players and other users. According to the authority, such solutions may affect the experiences of children using the platform.
The report’s authors also conducted interviews with children aged 10–11 and their parents from 12 families. One girl said she spent 499 Robux on a balloon that immediately stopped working and disappeared. Other children admitted regretting expenses made under pressure to avoid losing in a game. The scale of use of the platform is significant. The “Children and Media 2026” study shows that Roblox is more popular among Norwegian children aged 9–12 than YouTube (77 percent), Snapchat (29 percent) and TikTok (21 percent).
The report’s authors also conducted interviews with children aged 10–11 and their parents from 12 families. One girl said she spent 499 Robux on a balloon that immediately stopped working and disappeared. Other children admitted regretting expenses made under pressure to avoid losing in a game. The scale of use of the platform is significant. The “Children and Media 2026” study shows that Roblox is more popular among Norwegian children aged 9–12 than YouTube (77 percent), Snapchat (29 percent) and TikTok (21 percent).
The Norwegian government intends to subject certain games and messaging services to regulations introducing a minimum age of 16 for using digital services deemed harmful to children. The platforms mentioned include Roblox, TikTok and Snapchat. Minister of Children and Families Lene Vågslid of the Labour Party (Ap) announced that the bill would be submitted to the Norwegian parliament before Christmas.
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