Willoughby Bill Prohibits Adult Ads on Child-Rated Apps

House Majority Whip Julie Willoughby (R-13) recalls her “double take” last year when she saw an ad included with a math flashcard app she had downloaded for one of her children. The app was rated for children four years and older, but the advertisements accompanying the math facts were anything but, in her opinion.

“I started to think about my time as a kid with Saturday morning cartoons — I remember there was a movement to prevent certain commercials during times that kids were likely watching,” said Willoughby. “I also remember the Joe Camel legislation from the 80s, and started asking why we don’t have that for the way we currently watch shows and apps.”

The mother of two couldn’t get a satisfactory answer, so she took on the challenge of creating a solution that would protect children from inappropriate advertising. The result was House Bill HB 2195, which requires all child-directed apps available in Arizona to take proactive measures to prevent the display of adult-oriented or inappropriate ads. Failure to comply with the bill could result in penalties of up to $100,000 per violation, enforceable by the Attorney General’s office.

The House of Representatives passed the bill on February 27, 2025, and it is now on its third reading in the State Senate. HB2195 applies to all downloadable application platforms, ensuring that age ratings and associated ads match.

“We don’t want our kids to be exposed to things that are not age-appropriate, but we also don’t want to stifle any First Amendment issues. Bringing technology up to the standards of what most adults are used to in the way of advertising makes perfect sense,” said Willoughby, a Chandler resident. “If certain commercials can’t play during certain kids’ shows, then why should apps be any different? Aligning apps to the same standards of video games, movies, etc. is a commonsense legislation.”

Although HB2195 garnered 48 “yes” votes, including several Democrats, certain groups, such as the American Civil Liberties Union, are opposing it. Willoughby doesn’t “believe they have a grasp on the limited and specificness of this bill. They typically take the argument to a whole different level.”

Willoughby claims that HB2195 is just bringing “Joe Camel” into 2025.

“It protects our young children and keeps what they can view and access to an age-appropriate standard,” she said. “There are times when statutes need to be changed and updated to current technology, and this is what this legislation aims to do.”