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A new federal proposal, dubbed the Gaming Advertisement to Minors Enforcement Act, or GAME Act, seeks to prohibit websites and social media platforms from targeting minors with sports betting ads.
Introduced this week by Sens. Katie Britt (R-AL) and Richard Blumenthal (D-CT), two of the most vocal federal lawmakers on matters dealing with gambling, the bill aims to curb underage gambling, which is on the rise.
Blumenthal said underage gambling is increasing across the US at an alarming rate.
“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. 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.”
Britt said the legislation is meant to stop addiction before it takes root.
“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.”
If passed into law, the measure would mandate the Federal Trade Commission with the responsibility of enforcing the law. Moreover, the Department of Justice (DOJ) would have the authority to issue repeat offenders with fines of up to $100,000 per sports betting ad seen by a minor.
Backed by studies
The GAME Act is influenced by two studies into the effects of sports betting on minors. One 2024 study cited by Britt revealed that individuals who started betting before the age of 18 were at a higher risk of developing gambling addiction.
The study also revealed that one in six parents would not know if their child was gambling.
Another study revealed that 45% of male minors who engage in gambling are exposed to gambling-related content online. Moreover, 59% of those affected note that gambling content appears without searching for it.
Lawmakers championing responsible gambling
Blumenthal and Britt are some of the most active lawmakers when it comes to responsible gambling. The GAME Act isn’t their first measure aimed at strengthening player protections.
Blumenthal partnered with Rep. Paul Tonko to sponsor the SAFE Bet Act over the past two sessions. This bill would ban collegiate prop bets and create national advertising standards for sports betting.
The senator has been calling for an end to partnerships between sportsbooks and collegiate sports since 2023. He also co-sponsored the GRIT Act, which proposed using federal funds from sports betting to study, treat, and prevent gambling addiction.
Britt has also been especially vocal on the need for bipartisan efforts to protect the younger generations from the negative effects of gambling. She urged the DOJ to crack down on offshore operators in October 2025.
Moreover, earlier this year, she led a bipartisan effort asking the Centers for Disease Control to study the rising rates of underage gambling.
