CHERRY HILL, N.J. (VINnews) — A longtime South Jersey deli is facing a $1,000 civil penalty from New Jersey regulators for using terms such as “Jewish” and “kosher-style” on its menu and website without a required disclaimer that its food is not kosher.

The Kibitz Room, a New York-style deli on Springdale Road in the Shoppes at Holly Ravine that has operated since the mid-1990s, was issued a notice of violation after a Sept. 16 inspection by the state Division of Consumer Affairs. The Oct. 7 notice seeks the penalty under a consumer-protection rule that requires businesses not representing their food as kosher to prominently disclose that fact when advertising with words including “Jewish,” “Hebrew,” or “kosher-style.”

The state is not alleging the deli sold non-kosher food as kosher. Instead, the citation cites the restaurant’s website description of itself as a “New York-style Jewish deli serving overstuffed sandwiches, hand-cut pastrami, and traditional favorites since 1996,” along with a menu item called a “Jewish cheesesteak.”

Brandon Parish, who began managing the deli earlier this year after it reopened following a period of closure and bankruptcy proceedings involving prior operators, called the action “totally ludicrous.”

“There is a distinction between being Jewish and being kosher. We claim to be a Jewish-style delicatessen. That doesn’t mean we’re kosher,” Parish told reporters. He described the enforcement effort as a “schmear campaign” and noted the deli serves items such as shrimp and bacon that clearly signal it is not a kosher establishment.

Parish said he plans to post the required “not kosher” notices on the door and menu to comply but intends to challenge the citation at a hearing scheduled for Oct. 28. He argued that regulators should focus enforcement resources on protecting actual kosher consumers rather than non-kosher businesses.

The Division of Consumer Affairs confirmed it issued the notice of violation but declined further comment, citing the ongoing enforcement matter.

Customers interviewed by local media said regulars understand the deli is not kosher. One described the fine as unnecessary for a “kosher-style” restaurant that makes no kosher claim.

New Jersey’s rule, part of regulations implementing the state’s Kosher Food Consumer Protection Act, aims to prevent consumer confusion by requiring clear disclaimers in specific type sizes and placements on menus, signs, and advertisements. Some other New Jersey delis that use similar language include “Not Kosher” statements on their websites or materials, though enforcement appears uneven.

The Kibitz Room is known for oversized sandwiches, hand-sliced smoked fish, and a pickle bar. It reopened in May under Parish and his father after earlier financial difficulties.