This bill establishes that certain deceptive practices in the advertising of crisis pregnancy centers (CPCs) violate New Jersey's consumer fraud act. It defines a crisis pregnancy center as a nonprofit facility that provides peer-related counseling services related to pregnancy and childbirth but does not offer referrals for abortion or other pregnancy-related services. The bill outlines specific false or misleading practices, such as misrepresenting the services offered or the nature of the facility, and mandates that any advertisements or statements made by these centers must not contain false information.

If a crisis pregnancy center is found to be in violation of these provisions, it is required to immediately cease the misleading practices and issue corrective statements. The Attorney General is granted the authority to take action against CPCs that engage in deceptive advertising, including issuing cease and desist orders and seeking court injunctions. The bill also stipulates that complaints regarding violations must be investigated within 30 days, ensuring timely enforcement of the law. Overall, the legislation aims to protect consumers from misleading information regarding pregnancy-related services.