UMVA has learned that Senators Katie Britt and Richard Blumenthal unveiled a bold bipartisan bill on Monday, targeting the flood of sports‑betting ads that chase children across digital landscapes.
The Gaming Advertisement to Minors Enforcement Act, dubbed the GAME Act, would clamp down on social media giants, search engines and ad networks that push sportsbook promotions to anyone under 18. By banning any ad that relies on behavioral profiling, device tracking, personal data or precise geolocation tied to minors, the bill aims to cut the most invasive tactics while still allowing harmless, context‑based messaging.
According to information obtained by UMVA, the legislation zeroes in on platforms with more than 100 million monthly users, forcing the biggest online playgrounds to clean up their advertising playbooks or face steep penalties.
Senator Britt warned that the surge in under‑age sports gambling is “jarring,” especially among young boys who encounter seductive promotions that can morph into crippling addictions. She framed the bill as a pre‑emptive strike to safeguard the nation’s future before the problem spirals out of control.
Senator Blumenthal echoed the alarm, describing how sportsbooks treat teenagers like a gold rush, bombarding phones and feeds with offers that tempt minors to wager real money. He argued that a nationwide ban, backed by punitive fines, is the only way to halt a generation slipping into lifelong gambling woes.
Enforcement would fall to the Federal Trade Commission, with rules kicking in one year after the law’s passage. Violators could face civil penalties, court‑ordered injunctions, and, for repeat offenders, Justice Department action that could levy fines of up to $100,000 per illicit ad shown to a child.
The GAME Act builds on Britt’s earlier crusade against illegal offshore gambling sites and her push for expanded research into youth gambling addiction. Studies highlighted by the senators show that anyone who starts gambling before 18 is dramatically more likely to develop serious problems later in life.
