New Jersey takes action against gambling ads near schools
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16 May 2025 •
Reading time: 3 minutes The State of New Jersey is considering restricting gambling advertising near schools and universities. The aim of the measure is to limit young people’s exposure to such advertising at a time when online gambling is booming.
The bill, recently approved by the Assembly’s Committee on Tourism, Gaming and the Arts, gives the Division of Gaming Enforcement (DGE) the power to prohibit the broadcasting of gambling advertisements in areas close to schools and universities. It also provides for an in-depth study into the impact of the language used in these advertisements, in order to determine how certain words or expressions can influence gamblers’ behaviour.
Towards regulation of advertising language
The legislators want to go beyond the simple geographical restriction. They are proposing a detailed analysis of the terms used in gambling advertisements, such as “risk-free” or “free bets”, which may be perceived as misleading. The aim is to draw up a list of approved phrases promoting responsible gambling and informing players of the associated risks.
This initiative is part of a wider trend to regulate the promotion of gambling, particularly among vulnerable groups. Other American states, such as Ohio and Massachusetts, have already introduced similar regulations, banning the use of terms deemed misleading in advertising.
A public health issue
The proliferation of gambling advertising raises public health concerns. According to a study by the Pew Research Center, 60% of American adults say they are very frequently exposed to this type of advertising. In the UK, the Gambling Commission revealed that 34% of 11-16 year-olds had seen online gambling ads in the previous week.
In view of these figures, New Jersey authorities believe it is necessary to take action to prevent problem gambling behaviour from an early age. The introduction of awareness-raising programmes in schools, in collaboration with industry players such as Rush Street Interactive and Integrity Compliance 360, is also envisaged.
A flourishing but controversial industry
The online gambling sector is growing rapidly. In 2024, online casinos in New Jersey generated record revenues of $2.4 billion. However, this expansion comes with challenges, particularly in terms of regulation and consumer protection.
Operators are investing heavily in advertising, with spending estimated to reach $1.8 billion by 2023. This omnipresence of advertising is attracting criticism, with some claiming that it trivialises gambling and masks its risks.
A move welcomed by experts
New Jersey’s initiatives to regulate gambling advertising are viewed positively by industry experts. They demonstrate a desire to reconcile economic development with social responsibility.
By regulating the dissemination of advertising and analysing its content, the government is seeking to create a safer and more transparent gaming environment. This approach could serve as a model for other jurisdictions facing similar challenges.
Belgium in the same situation
While New Jersey is stepping up its efforts to protect young people from the influences of gambling, Belgium is also committed to strict regulation. Belgian municipalities are taking concrete steps to ban or restrict gambling around schools.
The town of Genk, in the Flemish Region, was recently the scene of a local controversy when National Lottery advertisements promoting the game “Lady Fortuna” appeared just a few metres from the Collège Atlas. This situation was denounced by the school management and several local elected representatives. In response to the controversy, the Mayor of Genk, Wim Dries, confirmed that a dialogue had been opened with JCDecaux, the company responsible for billboard advertising, with a view to removing the offending posters and preventing future occurrences.Another key measure introduced recently is to allow local authorities to refuse to allow new gambling or betting establishments near schools. This ‘no gambling zones’ policy aims to create a safe perimeter around places of education, reducing young people’s exposure to the world of gambling.