NEW JERSEY — New Jersey officials on Monday unveiled a public awareness campaign aimed at combating human trafficking ahead of the FIFA World Cup 2026, as the region prepares to welcome millions of visitors for the international soccer tournament.
Attorney General Jennifer Davenport announced the initiative during a news conference at Newark Liberty International Airport, joined by representatives from the New Jersey Department of Labor and Workforce Development, the New York City Mayor’s Office and the nonprofit organization It’s a Penalty.
The campaign seeks to educate residents, visitors and workers about the warning signs of human trafficking and provide information on how to report suspected cases of labor and sex trafficking.
“Soccer fans from across the globe are being drawn to the New Jersey-New York area for an opportunity to witness and be part of the excitement surrounding the world’s most highly anticipated and watched sports tournament,” said Attorney General Davenport. “Such events are thrilling but are often exploited by human traffickers. We want everyone’s visit to New Jersey to be memorable, fun, and safe, and to that end it is critical that the public exercises vigilance, knows what to look out for, and knows how to respond if they see or experience exploitation.”
The effort comes as East Rutherford prepares to host World Cup matches next year at MetLife Stadium.
The It’s a Penalty campaign will bring together government agencies, businesses and professional soccer players to raise awareness about human trafficking. Planned outreach includes advertising and educational materials at airports, hotels, transportation hubs, fan venues and other locations across New Jersey, New York and other host regions.
Officials said awareness tools will include educational videos, reporting mechanisms, training for frontline workers and resources for travelers and fans.
“As the world’s greatest soccer teams compete in New Jersey for the FIFA World Cup 26, the Department of Labor is proud to support Attorney General Davenport and the ‘It’s a Penalty’ campaign to combat human trafficking,” said Acting DOL Commissioner Kevin D. Jarvis. “While we fans celebrate the excitement of this once-in-a-lifetime tournament taking place in our home state, we’re also committed to protecting the rights of every worker making it possible — from hotel and restaurant staff to transportation crews, public workers, and venue teams. Everyone deserves a safe and memorable World Cup, and that begins with protecting the rights and dignity of all people.”
State officials emphasized that while major sporting events do not cause human trafficking, they can create opportunities for traffickers to exploit vulnerable individuals. Law enforcement agencies across New Jersey plan to increase enforcement efforts before and during the tournament to identify trafficking networks, rescue victims and hold offenders accountable.
The Attorney General’s Office, New Jersey State Police, Division of Criminal Justice, local law enforcement agencies and the Department of Labor will coordinate efforts statewide as part of the initiative.
Among the warning signs of human trafficking identified by officials are individuals who avoid eye contact, appear fearful or submissive, show signs of abuse, are unable to speak for themselves, lack freedom of movement or appear to be working under exploitative conditions.
The state also announced a new mobile application developed by the New Jersey State Police to provide World Cup-related public safety information. The app, Public Safety by Everbridge, will deliver alerts on emergencies, transportation issues and other important updates in approximately 35 languages.
Businesses and organizations interested in participating in the anti-trafficking campaign can access informational posters and resources at www.njoag.gov/oag-fifa-human-trafficking.
Anyone who believes they have identified a trafficking victim is encouraged to call 855-END-NJ-HT (855-363-6548). Victims seeking assistance can contact Covenant House 24 hours a day at 862-240-2453.
