France’s gambling authority has issued a warning. The ANJ (Autorité Nationale des Jeux) wants operators to limit marketing during the 2026 World Cup. Advertising overexposure poses risks to vulnerable consumers.
Marketing budgets have grown substantially in recent years. The regulator reports a 25% average increase in spending. This trend concerns public health advocates.
New FIFA rules add another complication. Hydration breaks will create extra advertising windows. These pauses provide roughly two minutes for commercials during each match. The ANJ fears this will worsen exposure levels. Young people face particular vulnerability. Recent research supports these worries.
A 2024 study revealed troubling statistics. Problem gambling affects 15.3% of sports bettors. The 18-24 age group shows even higher risk at 18%. Therefore, the regulator urges restraint. Operators should consider social responsibility. Profit motives must balance with player protection.
Some industry players are responding positively. The French advertising union ADMTV confirmed an important development. One major broadcaster will reject gambling ads during hydration breaks.This voluntary action demonstrates awareness. Media companies recognize their role. They can help reduce gambling-related harm.
However, the ANJ wants stronger measures. They propose a whistle-to-whistle ban. This would prohibit all gambling advertising during live match coverage. Such rules already exist in other jurisdictions. The UK implemented similar restrictions. Results have shown promising outcomes.
Meanwhile, operators prepare their World Cup campaigns. The tournament attracts massive global audiences. Marketing opportunities seem irresistible. In addition, competition for customers intensifies. New operators enter the French market. Established brands defend their positions aggressively.
The ANJ will monitor compliance closely. Violations could trigger enforcement actions. Penalties may include fines or license restrictions.
