Florida’s efforts against sweepstakes casinos are moving into a new phase as state officials turn their attention toward the online advertisements that help those platforms reach consumers. After filing legal actions against several sweepstakes casino operators and related payment processors, Florida Attorney General James Uthmeier is now seeking assurances from major technology and social media companies that they are not promoting sweepstakes casino brands to Florida residents.
The latest development highlights how state regulators are increasingly examining not only the operators themselves, but also the broader ecosystem that supports the industry. By contacting advertising and social media platforms, Florida is signaling that it may view the promotion of alleged illegal gambling activities as part of the larger enforcement picture.
Letters were sent to Google, Meta, Reddit, Snap, and TikTok regarding advertisements for sweepstakes casino brands such as Chumba Casino, LuckyLand, Global Poker, and Stake. The attorney general’s office argues that these companies may be helping facilitate the promotion of gambling products that Florida believes are not authorized to operate within the state.
The move follows lawsuits filed earlier against sweepstakes operators and certain payment processors. Those actions sought a range of remedies, including injunctions and financial penalties. By extending scrutiny to advertisers, Florida appears to be broadening its enforcement strategy beyond gaming companies themselves.
The dispute centers largely on the sweepstakes casino business model. Many of these platforms use a dual-currency system that includes virtual currencies such as Gold Coins and Sweeps Coins. Operators generally maintain that the model complies with sweepstakes laws because players can obtain the promotional currency without making a purchase.
Florida officials, however, have challenged that interpretation. The state contends that the structure functions similarly to online gambling and has argued in its legal filings that the model effectively allows users to play casino-style games for prizes of value. Those differing interpretations remain at the heart of ongoing regulatory and legal disputes involving the industry.
The issue has also drawn attention because of existing advertising policies on major technology platforms. Google updated certain gambling-related advertising policies in 2025, including provisions addressing sweepstakes casinos and requirements tied to gambling certifications in the United States.
Florida officials have requested written responses from the companies detailing how they prevent sweepstakes casino advertisements from reaching residents of the state. The platforms were given until late October to explain their policies and procedures.
The latest action demonstrates how regulatory scrutiny of sweepstakes casinos continues to evolve. While enforcement efforts initially focused on operators, payment providers and advertisers are increasingly becoming part of the conversation.
Whether these efforts ultimately result in policy changes, court rulings, or advertising restrictions remains uncertain. What is clear is that Florida’s approach reflects a growing willingness among regulators to examine every stage of the sweepstakes casino ecosystem, including the marketing channels used to attract players.
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