New Jersey lawmakers are advancing a bill that could significantly alter the way gambling advertisements are regulated in the state. The legislation seeks to prohibit gambling ads from being placed near schools and colleges, as well as in media targeting individuals under the legal gambling age of 21. The bill, which was recently passed by a state Assembly panel, aims to minimize the exposure of young people to gambling advertisements in an effort to protect their well-being.

A comprehensive study on the impact of gambling advertisements:

This proposed law is part of a broader, growing trend aimed at limiting the reach of gambling promotions to vulnerable populations. Similar efforts to restrict gambling ads have already been implemented in countries like the United Kingdom and Australia, where there are growing concerns about the impact of these ads on young people and those prone to gambling addiction. In New Jersey, the push is also motivated by the need to mitigate the influence of gambling ads on at-risk groups.

The proposed bill goes beyond restricting the placement of gambling ads. It calls for an extensive study to examine the effects of certain words and phrases used in gambling advertisements. This research will look at how different messaging and even the typography of advertisements may influence potential gamblers. Specifically, lawmakers are interested in whether certain language could help individuals make more responsible betting decisions or, conversely, if some phrases encourage more harmful gambling behaviors.

Under the bill, the New Jersey Division of Gaming Enforcement (DGE) will oversee the study. One key objective is to identify which words or phrases may serve as “triggers,” encouraging individuals to gamble more often or more recklessly. For example, terms like “free” or “risk-free” bets, which have been criticized in legal and regulatory circles, are suspected of misleading potential gamblers. These terms, commonly used in promotional offers, imply that gambling can be done without any risk, which many believe is an inaccurate and dangerous representation of the activity.

The role of industry best practices and future regulations:

To address concerns about gambling marketing practices, the gambling industry in the U.S. has already taken steps toward self-regulation. In 2023, a responsible marketing code was introduced, specifically aimed at eliminating the use of terms such as “free” and “risk-free” in sports betting promotions. The code also bans sportsbooks from partnering with colleges to promote sports wagering and bars payments to college athletes for using their names or likenesses in advertisements.

According to The Press of Atlantic City, the bill’s proposed study will help inform future advertising guidelines, providing data to shape further regulatory action. Lawmakers hope to use the results of the study to develop a list of key words and phrases that must be included in gambling ads. These words would focus on responsible gambling practices and would include information directing individuals to the 1-800-GAMBLER help line.

The study will be conducted within one year, and after its completion, the DGE will use the findings to craft mandatory advertising guidelines. These guidelines will likely focus on incorporating language that is not only informative but also aims to protect vulnerable populations from the negative impacts of gambling.

The ongoing debate over gambling ads in New Jersey reflects the broader national conversation about the ethics of gambling marketing, especially as the industry continues to grow rapidly across the U.S. While industry representatives argue that voluntary best practices are effective, lawmakers in New Jersey are taking a more cautious approach. They want to ensure that the marketing of gambling remains responsible and does not inadvertently contribute to gambling-related harm among young people and those at risk.