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Florida’s Attorney General Takes on Big Tech: Sweepstakes Casino Ads Under Fire

By jili tutorial · September 29, 2026

Florida’s Attorney General Takes on Big Tech: Sweepstakes Casino Ads Under Fire

The Escalation: From Operators to Platforms

Florida’s top law enforcement official has opened a new front in the battle against sweepstakes casinos—and this time, the target isn’t just the gambling operators themselves, but the massive technology companies that help them reach millions of potential players.

On September 24, Attorney General James Uthmeier sent nearly identical letters to five of the world’s largest online platforms: Google (including its subsidiary YouTube), Meta (parent company of Facebook), Reddit, Snap (Snapchat’s parent), and TikTok. The message was direct and uncompromising: promoting illegal gambling is a crime under Florida law, and these companies may be in violation.

The platforms have been given a deadline of October 23 to respond in writing, detailing what concrete steps they have taken to ensure sweepstakes casino advertisements do not reach Florida residents.

Who Is Being Called Out?

Uthmeier’s letters specifically name two major players in the sweepstakes casino industry: Stake, operating through its Stake.us platform, and VGW Holdings, the company behind popular brands like Chumba Casino, LuckyLand Slots, and Global Poker.

These names are not new to the attorney general’s office. In fact, they were the subject of lawsuits filed by Uthmeier’s team just last month, on August 19, in Hillsborough County Circuit Court. Those lawsuits targeted Stake and VGW directly, along with payment processors alleged to be facilitating their financial transactions.

The Payment Processor Connection

The legal action against payment processors is notable. In the VGW case, the defendants include Worldpay and Trustly. In the Stake litigation, Praxis and Breeze Labs are named. By including these financial intermediaries, the attorney general is signaling that anyone who helps these operations function—not just the casinos themselves—could face legal consequences.

To understand why this matters, it’s helpful to look at how sweepstakes casinos operate.

The Dual-Currency Model

Sweepstakes casinos typically use a two-currency system:

  1. Gold Coins: Players purchase packages of virtual gold coins, which are used purely for entertainment and have no monetary value.
  2. Sweepstakes Coins: These are bundled with gold coin purchases and can be redeemed for cash or prizes.

The operators argue this model is legal because players aren’t technically gambling—they’re buying entertainment, with sweepstakes entries included as a bonus. This mirrors promotional sweepstakes used by brands like McDonald’s or Publishers Clearing House, which are legal under U.S. law.

The State’s Counterargument

Uthmeier and other regulators see this differently. They argue the dual-currency system is a disguise for real-money gambling. Players are effectively wagering money, and the sweepstakes structure is merely a legal loophole designed to circumvent state gambling laws.

The attorney general’s lawsuits seek:

The Strategy: Cutting Off the Marketing Lifeline

The decision to go after tech platforms marks a significant strategic shift. Rather than chasing individual operators—which can rebrand, relocate, or create new entities—Uthmeier is targeting the advertising infrastructure that makes these casinos profitable.

Why Advertising Matters

Sweepstakes casinos have invested heavily in social media marketing, and it’s easy to see why. Unlike traditional casinos, which are restricted to specific geographic locations, online sweepstakes platforms can reach anyone with an internet connection. Effective digital marketing is essential to their business model.

A 2025 analysis by the American Gaming Association, based on data from Sensor Tower, revealed the scope of this advertising:

The Influencer Economy

Beyond direct advertising, the industry has embraced influencer marketing and affiliate partnerships. Stake.us operates an affiliate program that pays commissions for referred players, creating a powerful incentive for content creators to promote the platform.

The company has also forged partnerships that produced social media content featuring UFC athletes, tying the brand to the excitement and legitimacy of professional sports. This creates a challenge for regulators: when a popular celebrity or athlete promotes a product, it can be harder for consumers to recognize potential dangers.

In his letter to Google, Uthmeier wrote: “It has come to my attention that your company may be advertising illegal ‘sweepstakes’ casinos on its social media platforms to residents of Florida. Promoting illegal gambling is a crime under Florida law.”

The attorney general is drawing a direct line between the operators and the platforms. If the casinos are engaging in illegal gambling, then facilitating their advertising—and profiting from it—is also unlawful.

This argument is consistent with Uthmeier’s broader approach. As he stated in the letters: “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.”

The Industry’s Defense

Sweepstakes casino operators have historically defended their business model as compliant with applicable laws. They point to the sweepstakes model’s similarity to promotional contests run by mainstream companies, and they emphasize that gold coins are for entertainment, not wagering.

The operators argue that:

Whether Florida courts will accept these arguments remains to be seen. What’s clear is that Uthmeier is not backing down, and his aggressive stance is forcing both operators and tech platforms to defend their practices.

What This Means for Consumers and the Industry

For Florida Residents

If the attorney general succeeds, Floridians would lose access to these platforms. That could be seen as protection from potentially addictive gambling disguised as harmless entertainment—or as a loss of choice for adults who enjoy these games.

Some consumer advocates argue that sweepstakes casinos can be more dangerous than regulated gambling because they lack the safeguards found in licensed casinos, such as self-exclusion programs and problem gambling resources.

For Tech Platforms

The letters place Google, Meta, Reddit, Snap, and TikTok in a difficult position. Complying with Florida’s demand could mean losing significant advertising revenue. Refusing could lead to legal action. The platforms will need to weigh their legal obligations against their business interests.

Some platforms may choose to comply quietly, while others might challenge the attorney general’s interpretation of the law. This is uncharted territory, and the outcome could set precedents for how states regulate advertising by controversial industries.

For the Nation

Florida is not the only state grappling with sweepstakes casinos. Several states have issued cease-and-desist orders or filed lawsuits against these operators. Uthmeier’s approach—targeting the ad infrastructure—could become a model for other attorneys general who want to curb these operations without getting into prolonged legal battles with individual companies.

The Road Ahead: What Happens Next

The October 23 deadline for responses from the tech companies is an important milestone. Depending on their replies, Uthmeier could escalate with further legal action, negotiate compliance agreements, or shift focus to additional targets.

It’s also possible that the companies will argue that they are merely platforms, not advertisers, and that they have policies in place to remove illegal content once it’s flagged. However, Uthmeier’s letters suggest he expects proactive measures, not reactive compliance.

Meanwhile, the underlying lawsuits against Stake, VGW, and the payment processors will continue to proceed through the Florida court system. The outcome of those cases will significantly influence how the advertising letters are interpreted and enforced.

Conclusion: A Defining Moment for Online Gambling Regulation

Florida’s move against Big Tech is more than a legal skirmish—it’s a defining moment in the ongoing debate over online gambling regulation in the United States. As sweepstakes casinos continue to blur the lines between gaming, gambling, and advertising, regulators are being forced to adapt quickly.

Uthmeier’s dual-pronged approach—suing operators while pressuring the platforms that promote them—signals a new era of enforcement. For tech companies, it’s a reminder that they can be held accountable for the content they publish. For consumers, it’s a prompt to scrutinize the games they play and the ads they click. And for the industry, it’s a warning that the legal landscape is shifting beneath their feet.

The responses to these letters, due in October, will be watched closely by stakeholders across the gambling, technology, and legal sectors. The outcome could reshape the online gaming industry for years to come.