Deceptive advertising (informally coined as Game Fraud) is a controversial bait-and-switch act of using polished game thumbnails or misleading game titles to lure players into a builder's place when the game itself is often unrelated, poor quality, or malicious. Most often, the builder's goal is to become notable and popular. With the thumbs up/down update, many deceptive advertisers incentivize users into playing and highly rating their game in exchange for game admin or ROBLOX currency.