The problem with outlawing gambling but not the advertising is that it simply means that the industry sprouts up on the borders and depends on "luring" Utahns, Wyatt said. If Utah is serious about its gambling ban, which he fully supports and would like to strengthen, the state must take all of the necessary steps.

"If the Supreme Court allows us to restrict an entire industry, we certainly have the authority to do something much less, which is restrict the advertising," he said. "The result of Utah's decision to prohibit gambling has been to have gambling industries wrapped around the state. . . . Gambling is prevalent in Utah."

What the bill would not prevent is advertising that crosses state lines, such as on Nevada or Idaho radio stations, or national advertisements in magazines or on network television, said Joshua Eaton, president of Media Grabbers, Inc., a Salt Lake-based advertising agency.

"The law will not stop gaming imagery from coming into the state," Eaton said. "It will only punish those who cannot advertise nationally."

Some legislators also were skeptical about the actual impact the advertising prohibition would have, especially if casinos could still advertise non-gambling amenities. Rep. Susan Lawrence, R-Salt Lake, said an advertisement for anything at a casino is an advertisement for gambling.

"It seems like if they advertise the place, they advertise the activity," she said.

Such a ban, while new, would not be unique for Utah. Although it is no longer in effect, state law used to restrict alcohol and beer advertising, but instead of stopping the advertising, it simply spawned a slew of signs offering "Bir" and "Ice Cold Bee." On the other hand, tobacco advertising is successfully banned from most media.

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E-mail: jloftin@desnews.com