1. A method of determining permissibility of actions within a virtual world, the method comprising: identifying, by a service provider comprising computing hardware, an attempt by a virtual world entity to take an action upon an object within a virtual world; selecting one or more gatekeeper objects having permission rules configured to determine permissibility of the action to be taken by the virtual world entity on the object, the permission rules including an avatar matching component, an action matching component, or an object matching component; iterating through one or more of the gatekeeper objects to identify one or more applicable permission rules based on the virtual world entity, the action to be taken, and the object to be acted upon; determining whether the action is permitted based on the one or more applicable permission rules; and automatically permitting or disallowing the action based on the determination of whether the action is permitted.