New Jersey launches responsible gambling campaign during problem gambling awareness month

In recognition of March's designation as Problem Gambling Awareness Month, New Jersey Attorney General Matthew Platkin has unveiled a new public awareness initiative aimed at promoting responsible gaming practices and providing vital support resources.

The campaign, spearheaded by Whippany-based marketing agency Marketsmith and overseen by the Attorney General's Office and Division of Gaming Enforcement (DGE), is backed by a $300,000 budget.

Timed to coincide with prominent sporting events like NCAA Basketball's March Madness and extending through Super Bowl LIX in 2025, the effort seeks to address the growing concerns surrounding problem gambling, particularly as legal sports betting gains traction across the state.

The campaign will leverage strategic media placements during key sporting moments such as the NBA Playoffs, NHL Stanley Cup Finals, and the Summer Olympics. The messaging will underscore the importance of responsible betting practices, especially in situations where judgment may be impaired due to factors like alcohol consumption or emotional investment in the game.

The initiative follows a comprehensive prevalence report commissioned by DGE from Rutgers University in 2023, which revealed troubling statistics indicating a high-risk problem gambling rate of about 6% in New Jersey, considerably surpassing the national average of 1% to 2%.

The responsible gaming campaign aims to achieve several key objectives such as enhancing awareness of responsible gambling practices to mitigate harm to individuals and society; offering resources to aid in identifying signs of compulsive gambling behavior and its negative consequences; promoting the adoption of responsible gaming limits and controls provided by licensed operators; and raising awareness of the DGE's self-exclusion program and toll-free hotline for individuals seeking assistance.

Attorney General Platkin stressed the importance of fulfilling the obligation to provide comprehensive support and resources as the landscape of legal sports wagering evolves. He underscored the campaign's focus on highlighting available tools and support networks to aid individuals struggling with gambling addiction.

“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," Platkin said.

Mary Jo Flaherty, interim director of DGE, echoed Platkin's sentiments, emphasizing the agency's commitment to enhancing responsible gaming resources and fostering increased public awareness of available support avenues.

“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,” said Mary Jo Flaherty.

“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.”

Platkin emphasized that while the legalization of gambling has brought it into the mainstream, it also necessitates a heightened responsibility to address the needs of those vulnerable to problem gambling. He affirmed the commitment to offering robust solutions, including prevention strategies and support services, to individuals grappling with gambling addiction.

Officials reiterated the availability of confidential support and resources through New Jersey's free helpline, 1-800-GAMBLER, for individuals seeking assistance with gambling-related issues.