This bill establishes that certain deceptive practices in the advertising of pregnancy-related services by crisis pregnancy centers will be considered violations of the consumer fraud act in New Jersey. Specifically, it prohibits these centers from making or disseminating any untrue, deceptive, or misleading statements regarding pregnancy-related services, as well as from misrepresenting their intent to provide such services. The bill defines a crisis pregnancy center as a nonprofit facility that offers peer-related counseling services related to pregnancy and childbirth but does not provide referrals for abortion or other pregnancy-related services. It also outlines what constitutes pregnancy-related services, including medical services and health care counseling related to pregnancy or pregnancy prevention.

In cases where a crisis pregnancy center violates these provisions, the bill allows for remedies and penalties under the existing consumer fraud act. Furthermore, it grants the Attorney General the authority to seek an injunction against a crisis pregnancy center that is found to be engaging in deceptive practices, as well as to require the center to take corrective actions to address the negative impacts of their misleading advertising on clients seeking pregnancy-related services.