New Jersey moves to limit gambling ads, studying impact of language

New Jersey lawmakers are moving forward with a new bill that would limit where gambling ads can be shown. The legislation also calls for a state-run study to look into how the language used in these ads affects how people bet.

Two related bills, Assembly Bill A5562 and Senate Bill S4366, plan to ban gambling ads from appearing “in or close to schools or colleges.” They would also block these ads from running in media that “predominantly” target individuals under the age of 21. The proposals are said to “deter illegal or irresponsible gambling, challenge perceptions of gambling and encourage the use of responsible gambling tools.”

The bills are sponsored in the Assembly by Assemblyman Clinton Calabrese and Assemblywoman Garnet Hall. On the Senate side, Senators John McKeon and Renee Burgess are backing them. Assembly Bill A5562 cleared a key step when it was reported favorably out of the Assembly Tourism, Gaming and the Arts Committee on May 8. Senate Bill S4366 followed shortly after, being introduced in the Senate on May 12.

In 2025, it’s time for a tone shift in the conversation about problem gambling. Like any other addiction, it requires comprehensive solutions to prevent user exploitation and provide support to those struggling. (1/3)

— John F. McKeon (@JohnFMcKeon) January 6, 2025

New Jersey to study words and phrases of gambling ads

Along with setting limits on where gambling ads can appear, the bills also call on the New Jersey Division of Gaming Enforcement to study “certain words or phrases resonate with members of the public” and “are more likely to cause persons engaged in gambling activities to bet responsibly.”

The study will assess “the placement of words and phrases in different locations on an advertisement” and “the size of the font and any distinguishing features of the text, such as bold or underline.” It also considers whether “the repeated use of the same words and phrases diminishes their effectiveness.”

Upon completion, the DGE states that it shall “develop not less than three, but not more than 10 key words or phrases that shall be used in advertisements for casino games and sports pools.”

It will then adopt regulations requiring “at least one of such words or phrases to be included in advertisements for casino games and sports pools at a frequency that optimizes their effectiveness.”

The bill authorizes the DGE to “adopt rules and regulations to prevent advertising and promotions, to the extent practicable, from being placed in or near locations, such as schools or college campuses, or on media which would predominantly target underage or other prohibited persons.”

Banning online sports betting ads

Assemblyman Brian Bergen has introduced a separate bill, A5207, that would take a tougher stance by banning most online sports betting ads altogether. That bill hasn’t moved forward yet and has been sitting with the Assembly Tourism, Gaming, and the Arts Committee since January.

At the same time, Calabrese is also backing another bill, A5447, which is planning to ban online sweepstakes casinos. The proposal recently took a step forward after clearing the Assembly Tourism, Gaming and the Arts Committee and is now on its way to the Assembly Consumer Affairs Committee.

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