New York’s SB10092 is the latest attempt by New York’s legislature to regulate sweepstakes casino activity. The bill’s core purpose is to make it illegal for gambling ads to be shown to minors, and covers almost every type of social media marketing.
If it passes, it’ll likely land a significant blow to operators in the state who regularly run promos and interact with users via these platforms. Having already progressed through the Senate, the bill made its way to the Consumer Affairs and Protection Committee before the legislative session ended on June 5, 2026.
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SB10092 is the No Gambling Ads for Kids Act
Introduced back in April with backing from New York Senator Samra G. Brouk, Senate Bill 10092 aims to outlaw any kind of gambling or gambling-related advertising to minors under 18 on “certain covered platforms and social media platforms”. It’s worth noting that SB5935, which banned sweepstakes casinos back in December, makes no mention of ads. If this new bill goes through, it’ll add an extra layer to the anti-sweeps stance in the state. It also offers a stronger definition of sweeps gaming that captures the dual currency format and explicitly includes both direct and indirect consideration.
Senator Brouk’s bill was under review by the Consumer Affairs and Protection Committee before the 2026 session ended. Considering the measure has faced no significant opposition, it’s expected to advance in the new legislative session. We’ll continue to keep you informed in our legal updates section about developments involving this and more sweeps-related legislation.
Social media advertising will take a major hit
The bill is clear on what’s prohibited for advertising, and that includes “paid advertisement, sponsored content, influencer marketing, affiliate marketing, algorithmic promotion, targeted amplification or cross-platform promotional placements.” An operator is forbidden from displaying any such ads “unless they have confirmed that the user viewing it is not a minor.” In a nutshell, it takes aim at every major form of social media promotion that sweepstakes and other gambling-related operators use today.
It’s no news that sweepstakes operators make use of Twitch streamers, YouTubers, and other influencers to encourage signups. As all these social media marketing strategies will become regulated, operators will have to rethink their tactics.
To be clear, the bill seeks to enact the No Gambling Ads for Kids Act, in order to prevent sweepstakes and gambling-related ads from reaching minors. Operators can still make use of these advertising strategies, but it has to be directed at users who have been age-verified. The result would, of course, be reduced reach and less visibility.
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Sweepstakes casinos are not the only target
The fact of the matter is that sweepstakes casinos have already been banned in New York, and months down the line, the majority of top sweeps brands have already moved their business elsewhere, or adjusted their strategies to fit the changing legal requirements. Single-currency sweeps, skill-based sites, and the rest are now springing up to fill the gap.
Any operators still offering sweeps gaming in the Empire State are doing so unlawfully. And this bill serves as a further deterrent for such brands that insist on operating within its confines.
But, in reality, SB10092 casts a much wider net. The usual suspects like traditional online casinos and sports betting sites are targeted, but so are social casinos. That’s because the bill encompasses any platform where minors would be able to make a purchase to boost entertainment value, performance, or ranking in the game. The bill defines them as games with an “add-on transaction” or “loot box.”
Violations under the proposed bill will not only incur fines but may be enforced by the Attorney General or the New York State Gaming Commission, who could potentially seek court injunctions, civil penalties, and settlement orders.
Final words
If SB10092 passes, influencer marketing will become harder, and affiliate reach will be more limited; that much is clear. But it’s not only sweepstakes casinos who will be caught up in the regulatory bind. All forms of online gambling and even social casino gaming will be targeted. Operators will have to adjust and refine their marketing strategies to ensure that their ads do not reach minors.
New York already has underage protection laws. For example, under the New York Racing, Pari-Mutuel and Breeding Law, gaming and related activities must not appeal to those below the minimum age. This new bill, though, brings social media explicitly into scope, and would therefore modernize how protections are enforced in today’s digital landscape.
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