Sens. Katie Britt and Richard Blumenthal rolled out bipartisan legislation Monday (May 18) aimed at stopping online platforms from directing sports betting advertisements toward minors. The proposal, called the Gaming Advertisement to Minors Enforcement Act, or GAME Act, would apply to social media companies and digital advertising networks that promote sportsbooks and prediction markets.

Lawmakers from both parties have been pushing for tighter federal oversight of the online gambling industry. Recent congressional efforts have included renewed attention on the SAFE Bet Act, a separate proposal that would add consumer protections, advertising restrictions, and affordability checks for sports bettors.

The legislation would apply to major digital platforms with more than 100 million monthly users, including social media companies, search engines, and online advertising networks. The bill also specifically bans gambling ads targeted through behavioral profiling, device tracking, personal data, or precise geolocation information tied to minors, while still allowing broader contextual advertising not based on user-specific data.

Bipartisan bill to put pressure on gambling companies over sports betting ads targeting minors

Britt said lawmakers are increasingly worried about how often young users encounter gambling promotions online.

“The rise in sports gambling among minors, particularly among young boys, is jarring,” said Senator Britt in a press release. “We know targeted advertising from gambling and prediction market websites can serve as the gateway to dangerous habits that too often become crippling addictions. Our legislation takes a critical step toward addressing this problem before it worsens.

Our next generation is our greatest asset, and it’s our responsibility to take the necessary steps to protect them from online dangers whenever we can—which is exactly what this bill does.”

Blumenthal argued that gambling operators are aggressively pursuing younger audiences through digital advertising campaigns and mobile platforms.

“Sportsbooks and prediction markets are treating young people like a gold rush, flooding the internet with advertisements and promotions to hook them on gambling when they’re young,” said Senator Blumenthal. “High schoolers, even middle schoolers, are now gambling on their phones as never before, losing real money and creating life-altering addiction. The GAME Act would create a nationwide ban on targeted advertising of gambling to kids, backed with the force of punishing fines.”

Under the proposal, the Federal Trade Commission would oversee enforcement. The rules would become active one year after the bill becomes law. Companies violating the restrictions could face civil penalties and court-ordered injunctions. Repeat offenders could also face Justice Department action, including fines reaching $100,000 for every gambling advertisement shown to a minor.

The legislation builds on Britt’s earlier bipartisan efforts focused on youth gambling and illegal offshore betting operations. In late 2025, she joined lawmakers urging the Department of Justice to crack down on unauthorized offshore gaming sites that critics say remain accessible to underage users. Earlier this year, she also pressed the Centers for Disease Control and Prevention to expand research into youth sports gambling trends and addiction risks.

Research cited by the senators says people who start gambling before turning 18 are significantly more likely to develop gambling problems later in life.

Featured image: SenKatieBritt via X / SenBlumenthal via X