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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.