The sports betting industry in the United States has been growing by leaps and bounds, and lawmakers are finally taking notice. On Capitol Hill Thursday, a new bill introduced could give the industry — up until now almost wholly regulated by state law — federal standards. The SAFE Bet Act, short for the “Supporting Affordability and Fairness with Every Bet Act,” sponsored by Senator Richard Blumenthal (D-CT) and Representative Paul Tonko (D-NY), aims to establish a national baseline for sports betting in America.
This legislation has already proved divisive, with some arguing that it is a needed tool to defend consumers. Others, however, argue that it encroaches on the regulatory systems states have labored to set up. So what does the passage of this bill mean for the future of sports betting in America and how will it impact Pay Per Head bookies and the gaming industry as a whole?
What the SAFE Bet Act Would Do
Key aspects of The SAFE Bet Act The SAFE Bet Act proposes three main regulations: advertising restrictions, affordability checks and constraints on the use of AI by gambling companies. If it passes, the bill could have profound implications for sports betting in the U.S.
The proposed law, first, tries to restrict when and where sports betting commercials can be aired. The new rules would ban ads from 8 a.m. to 10 p.m. and during live sporting events. The bill would also disallow popular promotions, such as “bonus bets” and “no sweat bets” — a staple in the industry. The limits are intended to quash aggressive promotions by betting companies that lawmakers say can lure vulnerable people, especially younger people, into betting.
The second limb of the bill relates to affordability assessments. The law would restrict deposits to a single figure cap, allowing customers to make only five deposits in a 24-hour period, and also prohibit the use of credit cards in funding betting activity. Those betting more than $1,000 in wagers within a 24-hour period would face extra checks, as the operator would have to carry out affordability checks. Individuals would not be able to place further bets if 30% of income is exceeded through gambling.
Lastly, the SAFE Bet Act addresses the increased usage of artificial intelligence within sports betting. It would prohibit gambling operators from using AI to track an individual’s gambling habits and design personalized betting offers. Lawmakers have expressed concern about “microbetting,” which lets gamblers bet on small, in-game events — such as the outcome of a single play. Their concern is that AI-powered microbetting could lead to problematic gambling habits, and the bill is aimed at preventing such a scenario.
Opposition from If the measure is approved, gaming stakeholders plan to fight it.
Proponents of the SAFE Bet Act say it is needed to protect consumers against problem gambling — the bill has not been well received by all. Many in the industry have argued the federal government shouldn’t be involved in what they believe is an issue that’s the province of the states.
State legislatures and gaming regulators have spent years working to develop frameworks that fit their markets, and industry groups have argued that federal attention would undercut their efforts. “The introduction of this bill is a slap in the face to state legislatures that have taken the time to discuss, consider and pass sports betting over the last two years,” said Chris Cylke, Senior Vice President of Government Relations for the American Gaming Association. Cylke and others argue that the states are in a better position to regulate their gambling industry because they can customize regulations to fit the individual needs of their jurisdiction.
Rep. Dina Titus (D-NV), a gaming legislation proponent, also opposed the bill. She called it “outdated and unnecessary” and said that curbing advertising and forcing federal regulation on gametypes would do more harm than good. Titus said that states have done “a very good job” of regulating the industry, and that more federal regulation would only muddy the waters.
Despite the pushback, lawmakers behind the SAFE Bet Act argue that the gambling industry should have national guardrails to avoid addiction and protect consumers. Senator Blumenthal has cited the success of such regulations in places like the U.K. and Australia, where affordability checks and advertising limits are in place. He says the bill isn’t about outlawing gambling, but about making sure it’s conducted in a responsible and safe manner.
An Opportunity Or A Threat For PP Betting Agents?
With this bill is still working its way through Congress, pay per head bookies and the sports betting industry as a whole will want to keep a close eye out. While the SAFE Bet Act does add some stringent regulation, it also comes with an opportunity for operators who can navigate the new environment. For pay per head bookies this knowledge and compliance with the bill means new business models ensuring responsible gambling and player safety could be utilized.
If, however, the bill is passed, it could do much more to hinder the way bookies do business, particularly in the realms of advertising and acquiring customers. The trick will be managing these changes without destroying the industry’s profitability.
