France’s gambling regulator has issued a firm wafrequencycted to rise sharply, the authority has imposed strict conditions on promotional activity.

The guidance comes from the Autorité Nationale des Jeux (ANJ), following its annual review of operators’ 2026 marketing and bonus strategies. While the authority approved most submissions, several were cleared only on the condition that both spending levels and campaign intensity be reduced.

The World Cup, set to take place in the United States, Canada, and Mexico, is expected to generate record betting interest across Europe. For the French regulator, that surge presents risks. The ANJ plans closer supervision of promotional activity to avoid excessive advertising exposure and prevent gambling-related harm.

Regulatory Controls on Marketing Budgets

At the heart of the ANJ’s guidance is a direct constraint on promotional spending. Licensed operators and the historic-rights holders, FDJ and PMU, have been instructed not to exceed the marketing budgets declared in their annual plans.

The ANJ also warned that shifting funds between budget categories could trigger a regulatory review. In practice, this means operators will be assessed not only on total spend, but also on how and when marketing funds are deployed.

The regulator’s position reflects growing concern that operators allocate a large portion of their annual budgets to short tournament windows. In turn, this increases visibility and pressure on consumers.

What the ANJ Is Requiring from Operators

To mitigate the impact of World Cup-driven promotion, the ANJ has established clear expectations for 2026. Operators are expected to show moderation across both advertising volume and incentive design. Key requirements include:

• Keeping total ad and promo spend within pre-approved annual limits
• Avoiding sharp increases in marketing during the World Cup
• Reducing reliance on bonus-led acquisition campaigns
• Showing restraint in sponsorships and influencer campaigns
• Ensuring marketing doesn’t appeal to minors or young adults

Why the World Cup Draws Heightened Oversight

The ANJ’s intervention reflects concern over the scale and concentration of marketing expected during summer 2026. Industry estimates suggest that total promotional spending by French gambling operators could reach €785 million in 2026, representing a substantial 25% increase on the previous year.

Investment in marketing is expected to account for 40% of the total promotional spend, at €319 million. The remaining 60% (€466 million) will be allocated to sign-up bonuses and promos for existing customers.

The ANJ noted that bonus spending focuses on customer retention and cross-selling incentives across sports betting, poker, and other gambling products. Interestingly, over the English Channel, cross-product bonuses have recently been prohibited under new UK bonus rules.

Much of that marketing is expected to cluster around major sporting events, particularly the FIFA World Cup. The ANJ estimates that 21% of annual marketing budgets could be spent during the tournament months alone.

The regulator has warned that this concentration raises the risk of advertising saturation. This is especially prevalent across digital platforms, where targeting and ad frequency are harder to monitor in real time.

Lessons from Previous Tournaments

France’s current stance builts on regulatory experience gained in recent years. The ANJ began systematically reviewing marketing strategies in 2021, after what it called excessive advertising during the UEFA European Championship.

That episode led to formal warnings and public criticism of campaign practices. Following its review, the regulator created a reference framework designed to protect minors and prevent the normalization of gambling.

In 2025, promotional activity fell below initial forecasts, a shift the ANJ partly attributed to a 15% tax on marketing spend introduced mid-year. While that measure tempered spending, the authority remains concerned that major tournaments continue to drive short-term surges.

Monitoring Advertising Content and Channels

The ANJ says it will look beyond budget totals to how advertising is designed and delivered. The regulator will work in conjunction with the Autorité de Régulation Professionnelle de la Publicité (ARPP) to monitor campaigns during the World Cup period. Areas of focus include:

• Advertising intensity during live sports broadcasts
• Use of financial incentives tied to match outcomes
• Messaging that downplays risk or portrays gambling as routine entertainment
• Campaigns likely to reach audiences aged 18 to 25

The ANJ has also reiterated its support for measures such as tighter sponsorship rules and potential restrictions on in-play advertising. It has also called for loss limits for 18–25-year-olds to protect the most vulnerable players. However, the government has not yet approved these proposals.

A Broader Shift Toward Prevention

The regulator has consistently highlighted that while gambling is authorized, it should not be treated as an everyday consumer product. ANJ leadership has argued that major sporting events must not become vehicles for unchecked promotion, particularly when visibility is highest among younger audiences.

As global attention turns toward the 2026 World Cup, France’s approach reflects a broader trend toward tighter gambling regulation in Europe. Regulators are increasingly trying to combine commercial opportunity with early intervention, using controls and supervision rather than reacting after harm has occurred.

The ANJ is currently the only European gambling regulator that reviews advertising and promotional spending of each licensee yearly. However, Ireland, Spain, and the Netherlands are examining the ANJ’s approach. France’s system could become a model for regulators trying to balance market growth with harm prevention in a fast-moving sector.