A new bill called the GAME Act seeks to ban what it says are social media sports gambling ads targeting minors.
The sports betting industry often argues that it does not market to minors, yet algorithms often surface content to minors.
U.S. Sens. Katie Britt, a Republican from Alabama, and Richard Blumenthal, a Democrat from Connecticut, introduced the Gaming Advertisement to Minors Enforcement Act of 2026 (the GAME Act) on May 18, 2026.
The bill would prohibit covered digital advertising platforms from showing targeted ads to minors that promote sports gambling platforms.
Britt’s office cited a poll finding that one in six parents said they would not know if their child was gambling.
Key Takeaways
– The GAME Act would ban targeted digital sports gambling ads directed at people under 18.
– The Federal Trade Commission would enforce the law, which would take effect one year after enactment.
– Repeat offenders could be referred to the Department of Justice, with penalties of up to $100,000 per ad shown to a minor.
– The bill joins several other federal proposals to address growing gambling harm in the U.S., including the SAFE Bet Act and POINTS Act.
– The 2026 GAME Act is different from the 2017 GAME ACT
What Would The GAME Act Do?
The GAME Act would make it unlawful for covered digital advertising platforms to display targeted advertisements directed at minors that promote sports gambling platforms.
The bill is aimed at the digital advertising pipeline. This includes social media platforms, online ad systems, and other websites that use targeting technology to display gambling ads to users.
According to Britt’s office, the FTC would be responsible for enforcement.
The law would take effect 1 year after enactment, giving regulators and platforms time to adjust their systems.
Failure to comply could lead to civil penalties and court action. Repeat offenders could be referred to the DOJ, where penalties could reach $100,000 for each unlawful ad shown to a minor.
The Bill’s Limitations
The GAME Act would address one narrow but important piece of the youth gambling problem.
The bill would not reach every gambling ad a child may see. Non-targeted or contextual ads, including many ads around sports content, may fall outside the bill’s scope.
A federal ban on targeted ads could reduce a form of direct marketing to children, but it would not remove gambling promotion from the sports-viewing environment.
Children watching games with adults may still see sportsbook logos, betting odds, gambling integrations, and other marketing that make wagering appear like a normal part of being a sports fan.
Why Lawmakers Are Focused On Youth Gambling
For kids, gambling exposure can come through many channels.
These include various mobile apps, social media influencers, loot boxes, “skin” betting, YouTube ads, and TikTok and Instagram clips.
For many children, the first exposure appears to be entertainment.
A recent survey found that six in 10 boys see gambling ads on YouTube and social media.
Sports betting companies and prediction markets are not simply competing for adult customers. Critics say they are grooming the next generation of users.
Their branding can be absorbed by children before they are legally allowed to bet.
Prediction Markets Add Another Layer Of Risk
The GAME Act is being introduced amid a rapid expansion of prediction markets.
Some prediction market companies argue that they are offering federally regulated event contracts rather than gambling. But for consumers, the experience is akin to sports betting.
Blumenthal’s statement directly connected sportsbooks and prediction markets to the youth gambling concern, saying the companies are “flooding the internet with advertisements and promotions” to hook young people on gambling.
Britt also said targeted advertising from gambling and prediction market websites can become a gateway to dangerous habits.
GAME ACT FAQ
What Is The GAME Act?
The GAME Act is a Senate bill that would ban covered digital platforms from showing targeted sports gambling ads to minors. It was introduced in May 2026.
Would The GAME Act Ban Gambling Ads?
No. The bill targets online ads directed at minors. It would not eliminate all sports betting advertising.
Who Would Enforce The GAME Act?
The Federal Trade Commission would enforce the law. Repeat offenders could be referred to the Department of Justice. Penalties could reach up to $100,000 per advertisement shown to a minor.
Why Are Lawmakers Concerned About Youth Gambling?
Research from Common Sense Media found that 36% of boys ages 11 to 17 gambled in the past year. The report also found that gambling exposure is happening through video games, social media, peers, and algorithmic recommendations.
Would The Bill Apply To Prediction Markets?
The bill text focuses on targeted ads for sports gambling platforms. However, Britt and Blumenthal both linked the issue to prediction markets in their public statements, reflecting the growing concern that sports event contracts can expose young people to gambling-like products.
