Fairplay calls on regulators to probe whether Meta's and OpenAI's AI mascots target children

#What happened

Fairplay, a children's advocacy organization, issued a September 30, 2026 statement through its executive director Josh Golin accusing Meta and OpenAI of using "children's iconography" to sell their new AI agents — Meta's Muse mascot Jolly and OpenAI's Dots characters. Golin called for regulators to investigate whether the companies were deliberately trying to attract children to their agents. Meta introduced Muse on September 8 and later gave it Jolly, a fuzzy customizable mascot with rosy cheeks; OpenAI unveiled Dots on September 29 with optional colorful characters sporting accessories like berets, bow ties, and glasses. Both agents let users name their agent.

#Why it matters

Critics argue cute characters lower psychological barriers. Ed Zitron (PR firm EZPR founder) told Fortune: "It's entirely marketing. It exists to get quoted in articles that say that 'Meta has given AI a cute face.'" Justin Joseph, an associate professor of the practice of public relations at Boston University, told Fortune that when a character comes off as cute and approachable, "consumers may infer that this AI agent is also approachable, safe, trustworthy, easy to use" and may treat it "less like software and more like a companion or assistant." A Vogue Business survey previously reported by Fortune found 72% of respondents would not share card details with an AI agent, and just 31% would outsource shopping to one even if it understood their taste and purchase history.

#What the companies say

Meta did not answer Fortune's questions about Jolly's design; Meta separately says users choose which apps Muse can connect to, can disconnect services at any time, and that Muse conversations and data will not be shared with its advertising systems. OpenAI said its Dots characters were developed with external partners, drawing partly on its earlier Codex Pets feature, and that users do not have to select a character or name to get started; names and distinct appearances help tell agents apart when several share a workspace, and the Activity View lets users follow an agent's progress and inspect the computer it uses.

Verified October 2, 2026.