If you’ve driven into Atlantic City in the last month or so, you can’t miss them. The billboards are up on all routes into town. “When dealers are treated unfairly, everybody loses.” “When we all work together, everybody wins.”

   The public-relations battle between the United Auto Workers and several Atlantic City casinos, notably Bally’s and Caesars, is escalating. A couple of year ago, dealers at several casinos voted for union representation by the UAW. They say the casinos have refused to negotiate a contract, and started a public-relations campaign by putting up billboards and taking out full-page ads in the local paper. The casinos responded with ads of their own.

   It’s gotten a little nastier in the last week or so. The casinos put up billboards saying “Don’t let the UAW turn Atlantic City into another Detroit.” Enough said. The union fought back by taking out a full-page ad detailing the salary (well into eight figures) and benefits the Harrah’s Entertainment CEO walked off with last year.

   None of it is pretty, and none of it is good publicity for a resort struggling in hard economic times.

   So far, this war of words is not affecting the players or casino operations. Most visitors probably look at the roadside placards and newspaper ads and wonder what this is all about. It might be a different story if dealers go on strike or the UAW puts up “informational pickets” at casino entrances.

    Meanwhile, I’m sure the local paper and the bilboard companies appreciate the extra revenue.

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