By Matthew Holloway |

A bill designed to shield Arizona’s children from inappropriate and mature advertisements on digital applications was signed into law on Tuesday.

Under the new law, “A child-directed application shall take appropriate measures to prevent the display of inappropriate and mature advertisements on the child-directed application.” It describes “inappropriate and mature advertisements,” as “an advertisement that sells or promotes any of the following: (a) violence, (b) explicit language, (c) sexual content, (d) alcohol or drug use.”

Rep. Julie Willoughby, who sponsored the law, explained, “As a mom and a legislator, I know how easily harmful content slips into apps that claim to be kid-friendly. Parents should be able to trust that their children won’t be bombarded with adult-themed ads. This law compels Big Tech to clean it up or face serious penalties.”

If the application owners targeting children 11 and younger fail to take meaningful measures to prevent the display of “inappropriate and mature advertisements,” they could face civil penalties of up to $100,000 per violation effective January 1, 2026. With the proliferation of child-facing applications and their wide adoption base, the potential civil liability for application-makers could be catastrophic.

The bill enjoyed rare bipartisan cooperation in the Arizona legislature, passing the House 48-11 with one member not voting, passing the Senate 16-9 with five Senators not voting, and finally getting signed into law by Arizona’s veto-prone Democrat Governor Katie Hobbs.

The new law is an advance along the trajectory laid out by the House Republican Majority Plan, designed to promote the safety of the youngest Arizonans while protecting parental rights by bringing “greater transparency and accountability to the digital platforms children use every day.”

Matthew Holloway is a senior reporter for AZ Free News. Follow him on X for his latest stories, or email tips to Matthew@azfreenews.com.