ANJ Warns French Gambling Operators Over 2026 World Cup Ad Budgets

During its review of gambling operators’ 2026 promotional strategies, the French National Gaming Authority (ANJ) observed a significant increase in their promotional budgets (over 25%), which they attributed in particular to the FIFA World Cup calendar. In this context, to prevent any risk of advertising overexposure and the development of excessive gambling, the ANJ has asked all operators not to exceed their announced budgets.

FIFA’s recent announcement of the introduction of water breaks (or “hydration breaks”) during the Football World Cup, leading to the introduction of 2 minutes of additional advertising breaks during each match, has reinforced the concerns of the ANJ.

Given the prevalence of problem gambling in sports betting (15.3%), and the fact that 18% of 18-24 year olds were gambling in 2024, this announcement does indeed raise fears of an intensification of advertising pressure on the most vulnerable players.

During discussions with the ANJ (National Gaming Authority), ADMTV (which represents all the advertising sales houses of television broadcasters and streaming services) informed them that a major broadcaster had decided not to sell refreshment breaks to advertisers in the gambling sector. This broadcaster also committed to respecting the codes of conduct and recommendations established by ARCOM, ANJ and ARPP since 2022. The ANJ has taken note of this.

Following this announcement, it calls on all stakeholders, broadcasters as well as gambling operators, to exercise restraint in promoting these new spaces, including in activating their partnerships.

Furthermore, it reiterates its call for broadcasters to respect the rules prohibiting advertising for illegal gambling and games of chance, particularly online casinos.

Finally, she asks the legislator to take up in the future her proposal to establish a whistle-to-whistle ban and a strengthened framework for sponsorship of major sporting events.

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