New Jersey launches two bills in move to clean up gambling ads

New Jersey has taken steps to tighten controls in the fight against irresponsible gambling marketing, tabling two new bills designed to monitor and regulate the language used in betting ads.

At the forefront of the new measures are Clinton Calabrese and Garnet Hall of the Assembly, who tabled the A5562 bill in conjunction with its Senate companion, S4366.

The bill’s proposals include an outright ban on gambling adverts near schools while also proposing a state study to investigate how specific words can influence betting behavior.

Included in this, the state’s Division of Gaming Enforcement (DGE) would be tasked with identifying phrases that actively encourage responsible gambling by users.

A direct consequence of this could be that future gambling ads in the state are forced to incorporate language deemed to reduce potential problem betting practices.

As part of the study, the DGE will also examine how elements such as font sizes, word placement, and repetition impact a gambler’s decision-making process.

The latest efforts reflect a wider concern over gaming operators who aggressively target young adults. Nationwide studies have found that approximately 60% of Americans say they see gambling ads “very often,” according to Pew Research.

Similar concerns have been raised across the Atlantic, as research has shown 34% of UK teens aged 11–16 claim to have seen bookmaker and gambling adverts online in the past week.

Should the New Jersey bill pass, it would require the legal implementation of an “approved phrases” list for every advert, likely between three to ten words. The results of the study will also determine the frequency of permitted phrases yet to be dictated by the DGE.

While other states are also clamping down on gambling ad abuses, New Jersey is gaining a reputation for its no-no-nonsense approach.

In fact, earlier this year, NJ and New York amongst others, hit market-leading platform DraftKings with a lawsuit over an allegedly misleading “risk-free bet” or “no sweat bet” promotion.

Despite a previous attempt to ban all online gambling ads, Calabrese and Hall’s more measured approach appears to be gaining traction. With what can only be described as a booming $6 billion gambling sector, New Jersey’s latest proposed legislation could soon be protecting vulnerable players without handicapping the industry altogether.