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New Jersey lawmakers have pushed a bill forward that would ban online casino and sports betting advertising on or near colleges. The same legislation would also compel a study on the effective use of responsible gambling language in the industry’s marketing. New Jersey Assembly Bill 5562 reported out of Assembly Committee’s second reading last week.
Assemblyman Clinton Calabrese is the primary sponsor of the bill, who is also spearheading a bill to ban sweeps out of New Jersey, which made progress last week. Assemblywoman Garnett Hall is also a co-sponsor to AB 5562.
One of the main objectives of the bill is to protect young gamblers, especially college students. The text of the legislation reads:
“The bill also authorizes the division to adopt rules and regulations to prevent advertising and promotions, to the extent practicable, from being placed in or near locations, such as schools or college campuses, or on media which would predominantly target underage or other prohibited persons, including those on the list of self-excluded persons.”
DGE to perform study on advertising
In addition to protecting college students, Calabrese and Hall are keeping the well-being of all gamblers at top of mind. The bill expects the following of the New Jersey Division of Gaming Enforcement (DGE):
“This bill requires the Division of Gaming Enforcement in the Department of Law and Public Safety to arrange for the conduct of a study of the effectiveness of using various words and phrases in advertisements for casino games and sports pools to deter illegal or irresponsible gambling, challenge perceptions of gambling, and to encourage the use of responsible gambling tools.”
The study will evaluate the following:
- Certain words of 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 emphasize 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.
- The repeated use of the same words and phrases diminishes their effectiveness.
The DGE would have 12 months to conduct and then publish the report. Under the bill, the DGE would be responsible for the following:
“The division will then review and use this study as the basis for developing not less than three, but not more than 10 key words or phrases to be included in advertisements for casino games and sports pools, in addition to language already required.”
The DGE would have the authority to adjust the keywords as necessary.
