New Jersey lawmakers are considering significant changes to gambling advertising regulations, which could limit the placement of these ads near schools and colleges. A proposal moving through the state’s Assembly would grant the New Jersey Division of Gaming Enforcement the authority to prohibit gambling ads from being displayed in or near educational institutions, including on media channels targeting individuals under the legal gambling age of 21.
The proposed legislation is not only focused on restricting ad placements but also includes a detailed study to assess the effectiveness of different types of language used in gambling advertisements. The study will analyze whether specific words or phrases, including those used in the ads’ placement or typography, influence bettors’ behavior. Key questions include whether certain language can encourage more responsible gambling or, conversely, exacerbate the problem by prompting irresponsible betting behaviors.
Study of Language’s Impact on Gambling Behavior
The bill aims to investigate the potential psychological impact of advertising language on various segments of the population, including problem gamblers, individuals who are self-excluded from gambling, and underage bettors. By studying the impact of specific phrasing and ad formats, lawmakers hope to better understand the role that advertisement wording plays in shaping the actions of those who engage with gambling platforms. Additionally, it will examine whether the repeated use of specific terms and phrases diminishes their effectiveness or leads to desensitization, ultimately reducing their ability to serve as deterrents for risky gambling behavior.
The New Jersey Division of Gaming Enforcement would also utilize the findings of the study to formulate new advertising guidelines. This may include a set of mandatory keywords or phrases, in addition to the current language requiring advertisers to direct people to responsible gambling resources, such as the 1-800-GAMBLER helpline. These guidelines are expected to provide more structure to gambling ads, ensuring they include messaging that promotes responsible gambling without being misleading or encouraging excessive betting.
Industry’s Self-Regulation and Efforts to Prevent Further Restrictions
In response to growing concerns about gambling advertising, the U.S. gambling industry has voluntarily adopted a responsible marketing code. This initiative aims to curb the potential negative effects of gambling promotion, particularly in relation to sports betting. As part of these efforts, gambling operators have agreed to avoid partnerships with colleges for sports wagering promotions, refrain from paying college athletes to endorse sports betting, and stop using terms like “free” or “risk-free” to describe promotional offers.
Despite these voluntary measures, lawmakers are continuing to push for more concrete regulations. The proposed bill could be one of the first steps in a broader effort to ensure that gambling advertising remains within acceptable boundaries, particularly for vulnerable populations such as young adults. Some industry players believe these regulations could be a necessary step to prevent a backlash or a more significant crackdown, especially as public awareness around gambling-related harms grows.
This regulatory shift may signal a larger movement toward stricter controls on how gambling companies advertise their services, especially in states where gambling has recently been legalized. As the bill continues to progress, it remains to be seen how the industry will respond and whether further regulatory actions will follow. These developments are being closely monitored, as they could set a precedent for how gambling ads are managed in other states across the U.S.
The study mandated by the bill is expected to be completed within a year. Based on its findings, new advertising standards could reshape how gambling promotions are framed and target specific demographic groups, particularly in regions with increasing concerns about gambling addiction.
Source:
NJ may ban gambling ads near schools or colleges; will study how wording affects bettors, pressofatlanticcity.com, May 12, 2025.
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