Two US senators have introduced bipartisan legislation aimed at limiting the exposure of minors to gambling advertisements on digital platforms, as concerns continue to grow over the impact of betting promotions on young audiences.
Senators Katie Britt and Richard Blumenthal are backing the proposed Gaming Advertisement to Minors Enforcement Act, which would prohibit gambling ads from being targeted at users under the age of 18 across platforms such as TikTok and Instagram.
The proposal comes amid a rapid expansion of legal sports betting in the United States and increasing criticism of how aggressively gambling operators market their products online. Lawmakers behind the bill argue that current safeguards from states and social media companies are not doing enough to prevent underage users from seeing betting-related content.
Under the proposed legislation, the Federal Trade Commission would oversee enforcement and could issue fines of up to $100,000 per violation. The bill would still allow gambling advertisements shown during live sports broadcasts or ads appearing after users intentionally search for betting-related content.
Supporters of the measure say the widespread presence of gambling promotions online has made betting more visible to teenagers, particularly adolescent boys. Recent studies cited by lawmakers suggest that many minors are exposed to gambling content through recommendation algorithms, influencers, podcasts, and gaming-related media.
Britt said Congress has failed to adequately protect children online, adding that lawmakers need to respond more aggressively to the growing risks tied to gambling exposure and addictive digital content.
The proposal is part of a broader push in Washington to tighten online child safety rules and increase accountability for digital platforms. However, analysts note that enforcing such a law could prove difficult due to ongoing challenges around age verification and defining what qualifies as gambling advertising online.