Florida Attorney General James Uthmeier has demanded that Google, Meta, Reddit, Snap and TikTok explain why sweepstakes casino ads are still being shown to Florida users. The letters were sent on September 24, with responses due by October 23. Regulators used to target sweepstakes operators; now the pressure is moving to traffic sources — and to the media buyers who run this vertical.
What happened
The Florida AG's office sent letters to five of the largest ad platforms: Google (Search and YouTube), Meta (Facebook and Instagram), TikTok, Snapchat and Reddit. The question is simple: if the state believes these projects should not operate in Florida, why do local users keep seeing their ads? By October 23, the companies must explain whether such ads have stopped in Florida and what they will do to prevent them from returning.
What sweepstakes casinos are and why regulators object
Sweepstakes casinos use two virtual currencies: gold coins for play-for-fun, and sweeps coins, usually given as a bonus with purchases, that can be redeemed for prizes or cash. Operators say it is a legal no-purchase-necessary sweepstakes model; regulators in several states see it as unlicensed online gambling. In 2025, states including California, New York, New Jersey and Connecticut passed bans. What is new in Florida is that the pressure is shifting from operators to ad platforms.
Not to be confused with classic sweepstakes offers in affiliate marketing (SOI/DOI or CC submit prize draws) — see what sweepstakes offers are.
What it means for affiliates and media buyers
- Risk at the traffic-source level: not just an offer closing a geo, but a platform restricting the whole category.
- Geo restrictions first: the simplest platform response is to stop serving these ads in Florida.
- Stricter moderation: closer checks of domains, landing pages, ad copy, creatives and ad accounts tied to sweepstakes; account bans are a likely side effect.
- A familiar pattern: rules change for one geo, then for the whole category — diversify sources now.
It is too early to talk about a broad ban: the platforms have not responded yet. But if Google, Meta or TikTok tighten rules beyond one state after October 23, buying traffic for sweepstakes through the usual sources will get much harder.
FAQ
What is Florida asking Google, Meta and TikTok to do?
Explain why sweepstakes casino ads are shown in Florida, whether they have stopped and what measures will follow. The deadline is October 23.
Which platforms received the letters?
Google, Meta, Reddit, Snap and TikTok.
Sources: SBC Americas, Covers, Casino.org, iGamingToday.