Methods, services, articles of manufacture comprising computer readable programs, systems, articles and programmable devices are provided for customizing an avatar behavior rule within a virtual universe environment as a function of individual avatar data. It is determined whether the activity of an avatar is relevant to a behavior rule for a virtual universe. If the activity is determined to be relevant to the rule, the rule is customized for the avatar as a function of individual avatar data associated with the avatar, and it is determined whether the activity exceeds a violation threshold of the customized rule. If the activity is determined to exceed the customized rule violation threshold, an appropriate action is taken as specified by the customized rule.