Amid a sharp increase in sports betting among America's youth, U.S. Sen. Katie Britt (R-Montgomery) is working to limit the exposure of minors to online gambling-related advertisements with her latest legislation, The Gaming Advertisement to Minors Enforcement (GAME) Act.
According to the legislator, the bill prohibits social media companies and other advertising websites from targeting children under the age of 18 with sports betting through online ads.
"The rise in sports gambling among minors, particularly among young boys, is jarring," Britt stressed. "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."
She continued, "Years ago, parents could lock the door at night and assume that their children were safe. In today's digital age, that is sadly no longer the case—dangers can enter our homes every single day through the palms of our children's hands. Youth gambling addictions could be developing under parents' roofs without them even knowing it, which is why it's critical that we help parents combat this."
Britt said the Federal Trade Commission would be responsible for enforcing the law, with enforcement beginning one year after enactment. Failure to comply could result in civil financial penalties and injunctive relief sought through the courts.
Under the GAME Act, repeat offenders can be referred to the Department of Justice (DOJ), which may impose a financial penalty of up to $100,000 for each advertisement shown to a minor that promotes sports gambling. In cases where thousands of advertisements are shown to minors, the financial penalties could become substantial.
A 2024 study found that individuals who begin gambling before the age of 18 are 50% more likely to develop a gambling problem, while one in six parents say they would not know if their child was gambling.
Another recent study found that 45% of adolescent boys who gamble see gambling-related content online. Additionally, 59% reported that gambling-related content began appearing in their algorithms without them proactively searching for it.
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