A system and method in a virtual universe (VU) system for identifying spam avatars based upon the avatars' multimedia characteristics may have a table that stores multimedia characteristics of known spam avatars. It further may have an analysis unit that compares the multimedia characteristics of avatars against the multimedia characteristics of known spam avatars to determine if the avatar has known spam avatar characteristics. It may further have a scoring system to calculate a spam score based upon the similarities of the comparison and identifying the avatar as a spam avatar based upon the calculated spam score. It may further compare the calculated spam score with a spam score threshold wherein the avatar is identified as a spam avatar if the calculated spam score is equal to or greater than the calculated spam score. Multimedia characteristics include graphics, audio, movement, interactivity, voice, etc.