A 1679 New Jersey General Assembly · 2026-2027 Regular Session

Provides certain deceptive practices in advertising of pregnancy-related services or health care services violate consumer fraud act.*

This New Jersey bill (A 1679) prohibits crisis pregnancy centers (CPCs) from making false or misleading claims about their services in advertisements or public statements. Specifically, it bans CPCs from falsely implying they provide abortion or medical pregnancy services (like prenatal care), misrepresenting themselves as licensed health care facilities, or failing to disclose they don’t offer such services. Violations trigger penalties under New Jersey’s Consumer Fraud Act, including mandatory cessation of false advertising and public correction of the misleading claims. The law directly affects nonprofit CPCs that operate without medical licenses and present themselves as health care facilities, requiring them to clearly state their service limitations.

Issues: ✓ Healthcare

Bill status in committee 1 of 4 stages cleared

Introduction

Jan 2026

Committee Review

Floor Vote

Governor

Introduced Jan 13, 2026 Last action Mar 9, 2026

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What changed between versions

Introduced → Reprint · 6 edits

MODERATE

The bill was substantially broadened in scope: it now applies to any 'person' rather than only crisis pregnancy centers, and covers deceptive advertising of 'health care services' broadly (including medical, dental, behavioral health, mental health, surgical, and other services) in addition to pregnancy-related services. A new prohibition on falsely representing oneself as a health care facility was added. Some definitions were bracketed for consolidation into a companion pending bill.

SCOPE

The covered entity changed from 'crisis pregnancy center' to 'person' (defined per R.S.1:1-2.1), meaning virtually any individual or organization can now be subject to the law's prohibitions on deceptive advertising, not just crisis pregnancy centers.

A new definition of 'health care services' was added, covering all supplies, care, and services of a medical, dental, behavioral health, mental health, substance use disorder treatment, surgical, psychiatric, therapeutic, diagnostic, preventative, rehabilitative, or supportive nature, including medication. This vastly expands the types of services whose deceptive advertising is prohibited.

The Attorney General's enforcement powers were broadened: injunctions can now prohibit a person from advertising or providing 'pregnancy-related services or health care services' rather than only 'peer-related counseling services.'

REQUIREMENT

A new subsection (a)(3) was added making it an unlawful practice for a person to falsely represent that they are a health care facility when they are not, in fact, one.

DEFINITION

The definition of 'pregnancy-related services' was expanded to explicitly include 'abortion services' at the end of the list of covered services.

TECHNICAL

Several definitions (crisis pregnancy center, physician, false or misleading) were bracketed and references to 'this act' were replaced with citations to a companion pending bill (P.L. , c. (C. )), indicating these provisions are being consolidated into or coordinated with a separate legislative vehicle.

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Committee

Jan 13, 2026

Introduced

Introduced, Referred to Assembly Community Development and Women's Affairs Committee

lower

2 primary · 2 co-sponsors