New Jersey officials have launched a new public awareness campaign aimed at protecting homeowners from fraud and poor workmanship in the home improvement industry.
Attorney General Matthew J. Platkin and the Division of Consumer Affairs announced the initiative—titled “Nail It!”—as home improvement projects ramp up across the state during the summer months. The campaign seeks to equip consumers with the tools and knowledge needed to avoid being misled or defrauded by contractors hired to perform renovations, repairs, or remodeling work.
Complaints against home improvement contractors (HICs) are consistently among the most frequent received by the Division. These grievances often involve unfinished projects, substandard work, or contractors abandoning jobs after accepting payment. In 2024, the Division’s Office of Consumer Protection issued 103 final enforcement orders against such contractors, resulting in $2.6 million in penalties and restitution.
“Nail It!” is a three-part educational campaign supported by the Sears Consumer Protection and Education Fund. It includes:
A Social Media Campaign: Featuring eye-catching infographics and consumer tips, the campaign is expected to reach over 3 million residents through targeted ads on Facebook and Instagram.
An Informational Brochure: Titled “Hiring a Home Improvement Contractor,” this guide outlines steps for consumers to plan, hire, and manage renovation projects. It is available online and at Consumer Affairs Local Assistance (CALA) offices across the state.
An Online Information Hub: Located at www.njconsumeraffairs.gov/nailit, the site includes red flags to watch for, downloadable materials, and a consumer brief with hiring tips.
Attorney General Platkin described the campaign as part of a broader effort to strengthen consumer protections in one of the state’s most problematic industries. “This campaign advances our mission by educating and empowering homeowners to become their own best protectors against home improvement fraud,” Platkin said.
Elizabeth M. Harris, Acting Director of the Division of Consumer Affairs, emphasized the importance of diligence when investing in home projects. “Home improvement projects are expensive investments that can disrupt consumers’ lives,” Harris said. “Our campaign gives homeowners critical tools to ensure projects are completed properly, on-time, and within budget.”
The Division encourages all homeowners to consult the Nail It! campaign materials before beginning any construction or remodeling projects.