Sens. Katie Britt and Richard Blumenthal rolled out bipartisan laws Monday (Might 18) geared toward stopping on-line platforms from directing sports activities betting ads towards minors. The proposal, referred to as the Gaming Advertisement to Minors Enforcement Act, or GAME Act, would apply to social media firms and digital promoting networks that promote sportsbooks and prediction markets.
Lawmakers from each events have been pushing for tighter federal oversight of the web playing business. Current congressional efforts have included renewed consideration on the SAFE Bet Act, a separate proposal that might add shopper protections, promoting restrictions, and affordability checks for sports activities bettors.
The laws would apply to main digital platforms with greater than 100 million month-to-month customers, together with social media firms, search engines like google, and internet advertising networks. The invoice additionally particularly bans playing adverts focused by means of behavioral profiling, machine monitoring, private information, or exact geolocation info tied to minors, whereas nonetheless permitting broader contextual promoting not primarily based on user-specific information.
Bipartisan invoice to place stress on playing firms over sports activities betting adverts focusing on minors
Britt mentioned lawmakers are more and more nervous about how usually younger customers encounter playing promotions on-line.
“The rise in sports activities playing amongst minors, notably amongst younger boys, is jarring,” mentioned Senator Britt in a press release. “We all know focused promoting from playing and prediction market web sites can function the gateway to harmful habits that too usually turn into crippling addictions. Our laws takes a important step towards addressing this downside earlier than it worsens.
Our subsequent era is our biggest asset, and it’s our accountability to take the mandatory steps to guard them from on-line risks every time we are able to—which is precisely what this invoice does.”
Blumenthal argued that playing operators are aggressively pursuing youthful audiences by means of digital promoting campaigns and cell platforms.
“Sportsbooks and prediction markets are treating younger individuals like a gold rush, flooding the web with ads and promotions to hook them on playing after they’re younger,” mentioned Senator Blumenthal. “Excessive schoolers, even center schoolers, are actually playing on their telephones as by no means earlier than, shedding actual cash and creating life-altering dependancy. The GAME Act would create a nationwide ban on focused promoting of playing to children, backed with the pressure of punishing fines.”
Beneath the proposal, the Federal Commerce Fee would oversee enforcement. The principles would turn into energetic one 12 months after the invoice turns into legislation. Corporations violating the restrictions might face civil penalties and court-ordered injunctions. Repeat offenders might additionally face Justice Division motion, together with fines reaching $100,000 for each playing commercial proven to a minor.
The laws builds on Britt’s earlier bipartisan efforts targeted on youth gambling and illegal offshore betting operations. In late 2025, she joined lawmakers urging the Division of Justice to crack down on unauthorized offshore gaming websites that critics say stay accessible to underage customers. Earlier this 12 months, she additionally pressed the Facilities for Illness Management and Prevention to develop research into youth sports gambling trends and dependancy dangers.
Analysis cited by the senators says individuals who begin playing earlier than turning 18 are considerably extra more likely to develop playing issues later in life.
Featured picture: SenKatieBritt through X / SenBlumenthal through X
