New Jersey unveils $300,000, 11-month long responsible gambling ad campaign
Attorney General Matthew Platkin and Division of Gaming Enforcement come together to launch new scheme to improve awareness of operator tools and push back against black-market firms
New Jersey Attorney General Matthew Platkin has unveiled a new 11-month long public awareness campaign centred around problem gambling and supporting those at risk from gambling harms.
The campaign, which will mainly be delivered via online channels, will start alongside the NCAA’s March Madness and continue through to Super Bowl 59 in 2025.
During the 11-month run of the campaign, media placements will be timed around the aforementioned tournaments and other major sporting events, including the NBA Playoffs, Stanley Cup Finals, and the Triple Crown races.
Platkin’s office confirmed the messaging will be focused on reminding gamblers to bet responsibly, “particularly when betting in-game while judgment may be impaired due to alcohol consumption or emotional responses to the ongoing contest”.
The scheme will also encourage patrons to use responsible tools such as gambling limits and controls available through operators as well as urging gamblers to choose licensed firms, using the tagline “vet before they bet” to encourage the public to check the legality of their chosen sportsbook.
New Jersey-based agency Marketsmith is creating and managing the $300,000 campaign, with guidance from Platkin’s office and the New Jersey Division of Gaming Enforcement (NJDGE).
Platkin said: “As we learn more and more about the effects of problem gambling, especially following the legalization of sports wagering, we have an obligation to provide resources and support to the public on responsible gaming.
“This work starts with ensuring awareness of the many tools available to assist individuals who struggle with gambling, including comprehensive prevention strategies and treatment and recovery services.
“Our campaign will highlight the responsible gaming measures put in place within our office and available through our partners and stakeholders to assist those in need of help,” the Attorney General added.
Mary Jo Flaherty, NJDGE interim director, commented: “The Division of Gaming Enforcement enhanced and improved our responsible gaming resources in 2023, and we are excited for the increased awareness that this initiative will bring to the public.
“We are eager to share more information about how individuals can empower themselves with responsible gaming tools, whether that means becoming more self-aware of their behavior, taking more breaks from gaming, or deciding to stay away from a game for a longer period.”
In other New Jersey news, the Garden State has reported a dip in sports wagering handle in February after a record January.