Florida Attorney General James Uthmeier has intensified his crackdown on sweepstakes casinos, now targeting the advertising platforms promoting these sites in addition to the operators themselves.
Last week, Uthmeier announced via social media that he sent letters to major tech companies including Google, Meta, Reddit, Snap, and TikTok, demanding they cease advertisements for sweepstakes casino platforms aimed at Floridians. According to Uthmeier, these ads promote what he deems illegal gambling, in direct violation of Florida law.
In the letters dispatched last week, Uthmeier set an Oct. 23 deadline for the companies to confirm they have halted these advertisements and to outline their plans to prevent them from reaching users in Florida. Among the platforms identified in the letters are Stake and VGW’s Chumba Casino, LuckyLand, and Global Poker.
This move follows Uthmeier's legal actions against Stake and VGW last month, where he stated, "Through these lawsuits, my office has made it clear that Florida will not tolerate illegal gambling, and we will pursue both those who operate and those who facilitate these criminal operations."
This expanded approach marks a new phase in Florida's fight against sweepstakes casinos, having previously focused on their operators and payment processors. Now, Uthmeier is putting pressure on the advertising channels that help these companies attract customers.
In August, Uthmeier initiated lawsuits against VGW and Stake, which included payment companies in the legal complaints. These suits, filed in Hillsborough County Circuit Court, aim to curb the operators' activities in Florida and seek the recovery of alleged gambling proceeds, consumer restitution, and civil penalties. The lawsuits contend that these operators are in violation of Florida gambling law and the Florida Deceptive and Unfair Trade Practices Act.
At the center of the dispute is the dual-currency model employed by sweepstakes casinos. Customers can purchase Gold Coins for social gaming and receive Sweeps Coins, which can be used for casino-style games and exchanged for prizes. The operators contend that because Sweeps Coins can be obtained without any purchase, their games qualify as lawful promotions rather than gambling.
Uthmeier argues that this distinction masks a reality where customers are effectively paying to play various casino games for a reward. "If it looks like a casino, takes real money like a casino, and pays out like a casino, it is a casino—and it is illegal under Florida law," Uthmeier stated. He accused these companies of exploiting Floridians, including vulnerable populations such as minors and seniors, through deceptive marketing and unrestricted access, all while evading state licensing, tax, and consumer protection regulations.
The letters to the tech companies represent a significant push against a critical aspect of the business. Should platforms like Google and the social media giants comply and stop running sweepstakes casino ads in Florida, the operators could face substantial challenges in reaching customers prior to the resolution of ongoing lawsuits.
Despite Uthmeier's efforts, Florida lawmakers have so far failed to impose a ban specifically on sweepstakes casinos. Consequently, Uthmeier is relying on current laws rather than new legislation tailored to the dual-currency gaming model.
In 2025, attempts to tighten regulations surrounding online sweepstakes gaming fell short. A renewed effort in 2026 saw House Bill 591, which aimed to ban all gambling aside from that permitted by the Seminole Tribe, die in subcommittee. A broader illegal gambling measure, Senate Bill 1580, gained more traction, passing the Senate and receiving approval in an amended format from the House. However, the Senate did not act on the House's changes before the legislative session concluded, ultimately leading to its failure.
Florida's initiative aligns with a national effort to close perceived loopholes granting unilateral access for dual-currency sweepstakes sites to offer casino-esque games without licenses. In 2025, states like California, Connecticut, Montana, New Jersey, and New York enacted laws targeting this model. Additionally, some states allowed regulators to take action directly. Although Louisiana's lawmakers passed a ban, Governor Jeff Landry vetoed it, asserting that regulators possessed the necessary authority to act. In response, the Louisiana Gaming Control Board, along with Attorney General Liz Murrill, issued 40 cease-and-desist letters to unregulated gambling operators, including those from the sweepstakes sector.
Other states, such as Arizona and Michigan, have opted for enforcement strategies rather than awaiting new laws. In Florida, Uthmeier plans to use existing gambling laws in court against these sites while urging advertising companies to refrain from promoting them to Floridians.
