New Jersey Pushes for Smarter Gambling Ads to Promote Responsible Play

A Fresh Take on Gambling Ads

Sponsored by Assemblyman Clinton Calabrese, Assemblywoman Garnet Hall, Senator John F. McKeon, and Senator Renee Burgess, these bills aim to cut irresponsible gambling, challenge its glitzy image, and boost tools like self-exclusion.

The plan leans on a major study by the Division of Gaming Enforcement (DGE) and new ad rules to make sure messages hit the right note, especially for young people and those at risk. It’s a solid step to balance a booming industry with player safety.

At the heart of the bills is a DGE-led study to figure out which words and phrases in gambling ads actually work to promote responsible play. The study, due within 12 months of the bills passing, will test what language resonates with players, nudges them toward safer betting, and grabs attention based on font size, placement, or style like bolding.

It’ll also check if specific messages reach problem gamblers, self-excluded players, or those under 21, and whether repeating phrases dulls their impact.

Results will be posted on the DGE’s website, setting the stage for smarter ad rules. The goal is to craft ads that don’t just sell the thrill but spark awareness of risks, building on the required.

New Words, New Rules

Once the study wraps, the DGE will pick three to ten key words or phrases for all casino and sportsbook ads in New Jersey. These will be mandatory, sprinkled in with a frequency that maximizes their punch, on top of existing requirements.

The DGE can tweak these phrases over time to keep them fresh and effective. This move aims to shift the ad vibe from pure hype to a balanced message that flags responsible gaming tools.

With 3.2 million active casino accounts in the U.S., getting the language right could make a big difference in how players approach betting, especially in a state where online gambling is a daily draw for thousands.

The bills also take aim at where and who gambling ads reach. The DGE will get the power to set rules banning ads near schools or college campuses, where practical, and in media mainly aimed at minors or restricted groups like self-excluded players.

The rules seem focused on physical ads, like billboards or signs, but the wording’s a bit fuzzy on digital platforms like social media, which could be a gap.

Still, the push to shield under-21s and vulnerable players from gambling’s buzz is a clear priority.