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New Jersey lawmakers have gambling advertising in their sights, amid concerns surrounding problem gambling rates.Top Crypto Casino in Saudi Arabia – BitStarz Ranked #1

Two new bills are being considered that would regulate where gambling ads can be displayed and mandate a study to investigate how the language used in such ads can influence the behavior of bettors.

Assemblyman Clinton Calabrese and Assemblywoman Garnet Hall’s bill A5562 was reported favorably out of the Assembly Tourism, Gaming, and the Arts Committee on May 8. Then, on May 12, Sen. John McKeon and Sen. Renee Burgess introduced a companion bill, S4366, in the Senate.

Advertising, particularly as it relates to young adults, is a particular focus of the bills. They propose banning gambling ads near schools and colleges and prohibiting ads that “predominantly” target individuals under age 21.

As specifically stated, A5562 seeks to “deter illegal or irresponsible gambling, challenge perceptions of gambling, and to encourage the use of responsible gambling tools.”

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If approved, the state’s Division of Gaming Enforcement (DGE) would arrange a study to determine the “effectiveness of various words and phrases” in online casino and sportsbook ads.

At a minimum, the study seeks to address the following topics:

1.       Whether certain words or phrases resonate with members of the public

2.       If certain words or phrases are more likely to cause bettors to act responsibly

3.       Whether the placement of words or phrases in different locations on an ad may better draw the attention of viewers

4.       If the size and formatting of fonts used in an ad, such as bold or underline, may influence the message

5.       Whether the use of different messages would be more effective in reaching problem gamblers

6.       If repeated use of the same word or phrase decreases its effectiveness

The study will be completed within 12 months, with all findings published on the DGE’s website.

The DGE is also required to identify three to ten keywords or phrases to be used in casino gaming and sports betting ads throughout the state. It would then adopt regulations requiring at least one of the recommended keywords or phrases to be included in ads at a “frequency that optimizes their effectiveness.”

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As the sports betting industry continues to expand, so do concerns about gambling addictions. A study published in February by the UC San Diego Qualcomm Institute and School of Medicine found that online research for gambling addiction-related terms, such as “Am I addicted to gambling,” had increased 23% since the U.S. Supreme Court’s landmark ruling in 2018.

At 38%, New Jersey experienced one of the biggest jumps. Other states with noticeable spikes included Ohio (67%), Pennsylvania (50%), Massachusetts (47%), and New York (37%).

As such, the study called for stronger safeguards for online sportsbooks, including self-imposed betting limits and timeouts.

John W. Ayers, one of the study’s co-authors, wrote, “History has shown us that unchecked industries — whether tobacco or opioids — inflict immense harm before regulations catch up. We can either take proactive steps to prevent gambling-related harms or repeat past mistakes and pay the price later.”

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Gambling revenue in New Jersey hit $6.3 billion last year, a 9% jump from 2023, surpassing the previous record of $5.7 billion. The biggest driver was iGaming, with revenue increasing 24% to a record $2.3 billion.

That growth has carried into 2025. The DGE reported total gambling revenue of $546.1 million in March, representing a 3.7% year-over-year increase and a 12.6% increase from February.