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Bill

S 4555

GAME Act of 2026

119th Congress Introduced by Marsha Blackburn and 4 co-sponsors

Prohibits covered digital platforms from targeting minors with ads promoting sports gambling, starting one year after enactment, with FTC enforcement and criminal penalties for rep

Introduced in Senate
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WeVote Research Nonpartisan
Bill Summary · S 4555

Summary of Bill: GAME Act of 2026 (S. 4555, 119th Congress)

Purpose and intent

  • The GAME Act of 2026 aims to prohibit covered digital advertising platforms from displaying targeted advertisements directed to minors that promote sports gambling platforms.
  • It establishes enforcement mechanisms through the Federal Trade Commission (FTC) and provides for criminal penalties in cases of repeated violations.

Key provisions and changes

  • Targeted advertising ban (timeframe): Beginning 1 year after enactment, covered digital advertising platforms may not display targeted ads directed to a minor that promote a sports gambling platform.
  • Definitions central to scope:
    • “Covered digital advertising platform” includes major social media platforms, websites, online services, or apps that derive advertising revenue, meet certain functional criteria (e.g., user-generated content platforms, search engines, or ad marketplaces), and have over 100 million unique monthly users or visitors.
    • “Geolocation information,” “personal information,” “minor,” “mobile application,” and related terms are defined with emphasis on data that can identify or track minors, including persistent identifiers and precise location data.
    • “Sports gambling platform” covers any service that allows gambling on sports events, including prediction markets.
    • “Targeted advertisement directed to a minor that promotes a sports gambling platform” means ads directed to a minor or a minor’s connected device based on personal information, minor profiling, or device identifiers.
  • Enforcement and penalties:
    • FTC enforcement: Violations are treated as unfair or deceptive acts or practices under the FTC Act. The FTC would have powers, duties, and remedies analogous to current FTC authority, including rulemaking as needed.
    • Criminal enforcement: If the FTC finds violations in 3 or more instances, it must refer the platform to the Attorney General for prosecution. The criminal penalty is up to $100,000 for each targeted ad directed to a minor that promotes a sports gambling platform, with “an instance” defined as an enforcement action for displaying one or more such ads.
  • Role of the Commission: The FTC can promulgate rules under the Administrative Procedure Act to carry out the provisions. Nothing in the bill limits the FTC’s authority under other laws.
  • Scope and exclusions: The bill excludes certain ads, including:
    • Ads in direct response to a user’s explicit request for information.
    • Ads that are shown based on website/app content without personalization (non-dynamic, not tailored to the viewer’s data).
    • Advertising measurement, reach, or frequency data that is independently measured (i.e., measurement-only processing).
  • Expanded definitions for compliance: The bill emphasizes geolocation data and persistent device identifiers as key components for determining whether an ad is targeted toward a minor.

Who/what is affected

  • Affected entities: Covered digital advertising platforms meeting the defined criteria (large platforms with substantial monthly users/visitors and a primary function related to user-generated content, search, or cross-platform ad placements).
  • Impacted activities: Targeted sports gambling advertisements directed at minors or minor-connected devices. Platforms must avoid such targeting starting one year after enactment.
  • Potential broader impact: If many platforms become subject to the act, the bill could influence how demographic and behavioral data are used for advertising regarding gambling-related content.

Procedural and timeline aspects

  • Legislative steps to date: Introduced May 18, 2026, and referred to the Senate Committee on Commerce, Science, and Transportation.
  • Effective date: 1 year after enactment.
  • Oversight and administration: Enforcement and rulemaking would be handled by the Federal Trade Commission, with potential criminal referrals to the Department of Justice/Attorney General for repeat violators.

Observations

  • The bill seeks to extend protections for minors from targeted advertising of sports gambling by imposing federal prohibitions and penalties on major digital advertising platforms.
  • It aligns with broader concerns about data privacy and the influence of targeted marketing on minors, particularly in the context of gambling.
  • The bill provides a clear enforcement pathway but also includes notable exemptions centered on non-targeted or content-based advertising measurements.

Compiled from official sources — confirm details with the bill’s official record.

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