The bipartisan legislation, introduced to the US Senate, looks to limit youth exposure to gambling content on platforms such as TikTok and Instagram.
A bill has been introduced to the US Senate that could ban digital advertising platforms, including TikTok and Instagram, from showing targeted sports gambling ads to children.
The Gaming Advertisement to Minors Enforcement (GAME) is a bi-partisan proposal, introduced by senators Richard Blumenthal (D-Conn.) and Katie Britt (R-Ala.).
“The rise in sports gambling among minors, particularly among young boys, is jarring,” Britt said. “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.”
Companies found to be in breach of the rules could face fines of up to $100,000 per ad.
A 2024 study, cited by the lawmakers, found that people who began gambling before turning 18 are 50% more likely to develop a gambling problem. And 45% of teenage boys who gamble reported having seen gambling-related content online, with 59% saying the content appeared in their social media algorithms without actively searching for it, Yogonet reported.
The US is not the only country taking aim at gambling ad rules. A UK report by GambleAware is calling for tighter legislation after it found the current gambling market regulations to be “poor” and inefficient for the digital age.
GambleAware concluded that four in five underage survey respondents (79%) want more rules around gambling content on social media, with the same opinion shared by seven in 10 adults (70%).
The firm also called for mandatory health warnings for all gambling marketing – although many operators are already doing this regardless – together with support tools available for those experiencing problem gambling.
