Classrooms vs. casinos: NJ Bill A5562 wants gambling ads kept away from kids
New Jersey lawmakers are advancing legislation aimed at significantly reshaping how gambling is advertised in the state, with a particular focus on protecting young people and vulnerable populations.
Assembly Bill A5562, introduced on 10 April 2025, by Assemblyman Clinton Calabrese (D-Bergen, Passaic) [featured left on the cover image] and Assemblywoman Garnet R. Hall (D-Essex, Union) [featured right on the cover image], proposes a dual approach: mandating a comprehensive study into the language and presentation of gambling advertisements and imposing new restrictions on where these ads can appear, especially concerning educational institutions.
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The bill, which has been reported out of the Assembly Tourism, Gaming and the Arts Committee and is awaiting a second reading in the Assembly.
The bill explicitly aims to “deter illegal or irresponsible gambling, challenge perceptions of gambling, and to encourage the use of responsible gambling tools“.
NJ mandates deep dive into gambling ad psychology
A central component of is the directive for the New Jersey Division of Gaming Enforcement (DGE) to “arrange for the conduct of a study to determine the effectiveness of various words and phrases to be used in advertisements for casino games and sports pools“. This initiative is designed to enhance, not replace, existing requirements for responsible gambling messaging, such as those outlined in section 70 of P.L.1977, c.110 and section 4 of P.L.2018, c.33.
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The bill meticulously outlines the scope of the DGE study, requiring, at a minimum, an evaluation of whether:
- “certain words or phrases resonate with members of the public;”
- “certain words or phrases are more likely to cause persons engaged in gambling activities to bet responsibly;”
- “the placement of words and phrases in different locations on an advertisement may better draw the attention of viewers;”
- “the size of the font and any distinguishing features of the text, such as bold or underline, may emphasise the message for members of the public;”
- “the use of different messages would be more effective in reaching problem gamblers, persons on the list of self-excluded persons, and persons under the legal age to gamble;”
- “the repeated use of the same words and phrases diminishes their effectiveness”.
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The lawmakers have evidently adopted a more sophisticated approach to understanding advertising psychology. The specific focus on whether the “repeated use of the same words and phrases diminishes their effectiveness” suggests a legislative concern that current responsible gambling messaging, often standardised and ubiquitous, may be suffering from “warning fatigue” and losing its impact. The bill seeks to scientifically determine what truly influences behaviour, moving beyond generic warnings toward more nuanced and effective communication strategies.
The DGE will have 12 months from the bill’s effective date to complete the study and publish its findings on its website. Following this, the division is tasked to “develop not less than three, but not more than 10 key words or phrases that shall be used in advertisements” for gambling, or to “take such other action as otherwise informed by and determined as a result and following review“. The DGE will also be responsible for adopting regulations concerning the inclusion and frequency of these new phrases in gambling advertisements. The potential findings of this study could extend beyond New Jersey’s borders; if the research yields actionable, evidence-based strategies for more effective responsible gambling messaging, these could inform regulatory approaches in other states and potentially set a precedent for studying advertising effectiveness for other regulated products, particularly given New Jersey’s prominent role in the expansion of legalised sports betting.
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Potential impacts and road ahead
Should Bill A5562 become law, its impact will be felt across several sectors. Gambling operators and their advertisers will face new compliance challenges, needing to integrate DGE-approved messaging and navigate the nuanced restrictions on ad placement. This could lead to a reduction in certain forms of advertising, such as billboards near educational facilities, and a greater emphasis on direct marketing to verified, age-appropriate consumers.
