A New Jersey Assembly panel has moved forward with a bill empowering the Division of Gaming Enforcement to ban gambling ads placed in or near schools, colleges, and media targeting individuals under 21. This initiative aims to shield young audiences from gambling influence.

Analyzing Gambling Ads: The Impact of Messaging

The proposed law requires a statewide study to analyze how word choice, ad placement, and even typeface impact potential bettors. The research will explore: Whether certain phrases promote responsible gambling or encourage riskier behavior, and if repeated exposure to specific messages reduces their effectiveness over time.

Industry Response: Voluntary Advertising Policies

Many casino and sportsbook operators have proactively implemented “best practices” advertising policies to preempt government regulations. In 2023, the U.S. gambling industry adopted a marketing code that:

• Prohibits partnerships between sportsbooks and colleges.
• Bars payments to college and amateur athletes for name, image, or likeness promotions.
• Eliminates misleading terms like “free” or “risk-free” in betting promotions.

The Study’s Scope: Addressing Problem Gambling

The study will also assess the effectiveness of alternative messaging in reaching problem gamblers, individuals on self-exclusion lists, and underage audiences. Additionally, researchers will evaluate whether repeated exposure to specific words and phrases diminishes their impact over time.

Once completed—within a year—the findings will guide the Gaming Enforcement Division in identifying between three and ten key words or phrases that must be included in gambling advertisements. This requirement would supplement existing regulations, including mandatory language directing individuals to the 1-800-GAMBLER helpline.

Awaiting Industry Feedback

The Casino Association of New Jersey and the Council on Compulsive Gambling of New Jersey have not yet commented on the proposed legislation. Their perspectives could play a crucial role in shaping the final framework of the regulations. As New Jersey moves forward with stricter oversight of gambling advertisements, the debate over industry influence and consumer protection continues to gain momentum.