A new bipartisan bill in the US Senate seeks to restrict digital platforms from showing targeted sports gambling ads to individuals under 18. This initiative, known as the Gaming Advertisement to Minors Enforcement (GAME) Act of 2026, was introduced by Senators Richard Blumenthal (D-Conn.) and Katie Britt (R-Ala.).
The proposed legislation aims to impose a nationwide ban on targeted sports betting advertisements across various digital platforms, including social media, websites, and mobile apps, provided they meet specific criteria regarding size and advertising revenue.
Enforcement of this law would be the responsibility of the Federal Trade Commission (FTC), which would treat violations as unfair or deceptive practices under the Federal Trade Commission Act. Repeat offenders could face further action from the Department of Justice (DOJ) after three or more breaches, with potential fines reaching up to $100,000 for each targeted ad aimed at minors.
The restrictions would come into effect one year after the bill is enacted and would apply to digital advertising platforms with over 100 million unique monthly users that generate revenue through advertising.
Targeted ads are defined in the bill as marketing efforts aimed at minors based on personal data, behavioral profiling, predicted interests, or device identifiers.
The senators highlighted the growing concern over youth gambling and the impact of online advertising. Senator Britt remarked, “The increase in sports gambling among minors, especially young boys, is alarming. Targeted ads can lead to dangerous habits that often escalate into severe addictions.”
Senator Blumenthal added, “Gambling platforms are treating young people as a gold rush, inundating the internet with promotions to entice them into gambling at a young age. The GAME Act would enforce a nationwide ban on such targeted advertising to children, supported by significant fines.”
According to a 2024 study cited by the senators, individuals who start gambling before age 18 are 50% more likely to develop gambling issues. Furthermore, a survey revealed that 1 in 6 parents are unaware if their child is gambling.
The lawmakers also noted that 45% of adolescent boys who gamble have encountered gambling-related content online, with 59% reporting that such content appeared in their social media feeds without any active search.
Senator Britt emphasized the need for parental awareness, stating, “In the digital age, dangers can infiltrate our homes every day through our children’s devices. Youth gambling addictions can develop without parents even realizing it, making it essential to support parents in this fight.”
The GAME Act is part of ongoing discussions among lawmakers regarding the expansion of online gambling and the rise of prediction markets in the US.