The New York State Gaming Commission (NYSGC) introduced the proposals on October 9, 2026, following reports that raised concerns about how betting apps handle customers at risk of gambling harm.
Under the proposed rules, operators wouldn’t be allowed to use AI to create personalized bonuses or suggest specific bets and stake amounts based on a customer’s gambling activity. The changes aim to prevent sportsbooks from using customer data to encourage further betting, especially among those who may be struggling to control their gambling.
NYSGC Chairman Brian O’Dwyer commented:
“The industry is on notice by me and this commission that they need to solve this problem. If the industry does not address it, then we will address it, and they may not like the solution that we come up with.”
The commission also wants operators to identify customers whose betting activity raises concerns and contact them with information about responsible gambling. The rules would set activity limits that trigger checks, including high levels of deposits and betting over a set period. Sportsbooks would also have to follow a clear process for stepping in when customers show signs of gambling harm.
The proposals follow growing criticism of how online sportsbooks handle problem gambling, and if approved, the rules would place further limits on how betting companies use customer data and manage player accounts in one of the biggest legal sports betting markets in the US.
