New York Governor Kathy Hochul has proposed new regulations for the state’s online sports betting market, including biometric age verification and limits on AI-driven marketing.
In her State of the State agenda, Kathy Hochul announced plans to direct the New York State Gaming Commission to explore technologies like facial recognition and thumbprint scanners. The goal is to prevent underage individuals from accessing betting accounts, often owned by older relatives.
“From day one, one of my highest priorities has been keeping kids and our most vulnerable safe in a rapidly changing digital world, and that includes risks posed by online gambling,” Hochul said in a statement.
Targeting AI Marketing
Hochul also aims to restrict how sportsbooks use artificial intelligence to target customers. Her proposal seeks to limit AI-driven promotions that “keep individuals gambling beyond their intended limit,” addressing concerns about personalized offers that encourage excessive betting.
The agenda includes a focus on public health, with proposed legislation to mandate insurance coverage for gambling disorder treatment and the creation of a Gambling Health Institute. A 10-year study is also recommended to track gambling-related health trends.
The Sports Betting Alliance expressed willingness to cooperate. SBA President Joe Maloney stated the group is ready to work on “advanced age and identity technologies” and help “expose and eliminate offshore and illegal actors.”
With New York handling $26.3 billion in wagers in 2025, these proposed changes could set a significant precedent for the U.S. betting industry.
