Plain Language
This provision establishes the enforcement framework for the GUARD Act. The Attorney General may bring civil actions for violations of subsections 5 (age verification, disclosure) and 6 (minor access prohibition), seek injunctive relief, civil penalties up to $100,000 per violation, and restitution. The AG has investigatory subpoena power and rulemaking authority. The AG may also act as parens patriae on behalf of Missouri residents. Each violation counts separately. This creates no new affirmative compliance obligation — it activates existing enforcement powers for the substantive obligations in subsections 3–6.
Statutory Text
7. (1) In the case of a violation of subsection 5 or 6 of this section, or a rule or regulation promulgated thereunder, the attorney general may bring a civil action in an appropriate circuit court to: (a) Enjoin the violation; (b) Enforce compliance with subsection 5 or 6 of this section, or any rules or regulations promulgated thereunder; or (c) Obtain civil penalties under subdivision (3) of this subsection, restitution, or other appropriate relief. (2) (a) For the purpose of conducting investigations or bringing enforcement actions under this section, the attorney general may issue subpoenas, administer oaths, and compel the production of documents or testimony. (b) The attorney general may promulgate all necessary rules and regulations for the administration of this section. Any rule or portion of a rule, as that term is defined in section 536.010, that is created under the authority delegated in this section shall become effective only if it complies with and is subject to all of the provisions of chapter 536 and, if applicable, section 536.028. This section and chapter 536 are nonseverable and if any of the powers vested with the general assembly pursuant to chapter 536 to review, to delay the effective date, or to disapprove and annul a rule are subsequently held unconstitutional, then the grant of rulemaking authority and any rule proposed or adopted after August 28, 2026, shall be invalid and void. (3) (a) Any person who violates subsection 5 or 6 of this section, or any rule or regulation promulgated thereunder, shall be subject to a civil penalty not to exceed one hundred thousand dollars for each violation. (b) Each violation described in paragraph (a) of this subdivision shall be considered a separate violation. (4) In any case in which the attorney general has reason to believe that an interest of the residents of this state has been or is being threatened or adversely affected by the engagement of any covered entity in a violation of this section, or any rule or regulation promulgated thereunder, the attorney general, as parens patriae, may bring a civil action on behalf of the residents of this state in a circuit court of this state with appropriate jurisdiction to obtain injunctive relief.