US Lawmakers Seek to Ban Gambling Ads Targeted at Minors

Amid fears of rising gambling activity among young people, a new bipartisan proposal in Washington seeks to limit the growing exposure of minors to online gambling promotions. 

Bipartisan Bill Aims to Block Online Betting Ads Directed at Underage Users

This week, Republican Sen. Katie Britt of Alabama and Democratic Sen. Richard Blumenthal of Connecticut introduced legislation that would prohibit digital platforms from targeting ads for sports betting to underage users. The Gaming Advertisement to Minors Enforcement (GAME) Act would put a nationwide ban on targeted gambling ads on social media and other large online advertising networks.

The proposal comes amid rising concern among policymakers over how easily minors can be exposed to betting-related content. Studies cited by the senators indicate that early exposure to gambling significantly raises the chances of addiction in later life. Another study found that people who start gambling before age 18 are much more likely to develop problems with gambling. Other data indicate that almost half of adolescent boys who gamble have encountered related content online, frequently without looking for it. 

Advocates of the bill say that digital advertising platforms that rely on algorithms and user data are unknowingly, and sometimes deliberately, placing gambling promotions in front of younger audiences. The initiative’s lawmakers say it establishes a path from casual exposure to potentially harmful behavior.

The Bill Aims to Curb Underage Exposure to Online Betting Ads

If the legislation passes, major digital advertising platforms would be banned from displaying betting promotions aimed at minors. The law would be enforced by the Federal Trade Commission, which would consider violations to be deceptive practices under existing consumer protection law. Civil penalties could be imposed on non-compliant platforms, and repeat offenders could be referred for criminal enforcement. 

The bill would allow companies repeatedly found to violate the rules to be fined as much as $100,000 per instance of an advertisement shown to a minor. Given the size of digital advertising, the penalties could escalate quickly if misconduct is widespread. 

The law would take effect one year after passage, providing companies with an opportunity to shift their advertising practices and compliance systems. It also defines important terms, including “minor” and “targeted advertising,” which is ads served based on personal data, behavioral profiling, or device identifiers. 

The calls for stricter regulation come as part of a wider boom in online betting and prediction markets, which have surged in popularity in recent years. Some lawmakers say these platforms, combined with sophisticated ad targeting, are reaching younger audiences better than ever. Supporters of the bill say their goal is not to restrict adult access to legal gambling, but to minimize the potential for underage exposure in an increasingly digital environment. They stress that modern technology enables risks to come into the home in ways that were not possible in the past, and safeguards need to be updated.