New Jersey lawmakers target gambling ads, push for language study

New Jersey lawmakers are advancing legislation that would restrict where gambling ads can appear and require a state-led study on how the wording of such ads influences bettor behavior.

Two companion bills, Assembly Bill A5562 and Senate Bill S4366, would prohibit gambling advertisements “in or close to schools or colleges” and in media that “predominantly” targets individuals under the age of 21. The proposals aim to “deter illegal or irresponsible gambling, challenge perceptions of gambling and encourage the use of responsible gambling tools.”

The bills are sponsored by Assemblyman Clinton Calabrese and Assemblywoman Garnet Hall in the Assembly, and by Senators John McKeon and Renee Burgess in the Senate. A5562 was reported favorably out of the Assembly Tourism, Gaming and the Arts Committee on May 8, while S4366 was introduced in the Senate on May 12.

In addition to advertising restrictions, the legislation would direct the New Jersey Division of Gaming Enforcement (DGE) to study “the effectiveness of various words and phrases” used in casino and sportsbook advertisements, particularly in promoting responsible gambling.

The study would evaluate, among other questions, “whether certain words or phrases are more likely to cause gamblers to bet responsibly,” how placement and formatting affect message reception, and whether repetitive messaging loses impact over time. It would also examine the effectiveness of different messages in reaching problem and vulnerable gamblers.

Based on the findings, the DGE could develop a list of three to ten key phrases to be used in gambling advertisements and adopt regulations requiring their inclusion “at a frequency that optimizes their effectiveness.”

Assemblyman Brian Bergen has separately introduced Bill A5207, which would broadly ban the dissemination of online sports betting ads. That proposal has not advanced since being referred to the Assembly Tourism, Gaming and the Arts Committee in January.

Meanwhile, Calabrese is also pushing forward Bill A5447, which would ban online sweepstakes casinos. That measure cleared the Assembly Tourism, Gaming and the Arts Committee last week and is now headed to the Assembly Consumer Affairs Committee.