France’s Gambling Regulator Raises Alarm Over Rising Marketing Expenditures
Warning Issued Over Rising Gambling Promotions
The French National Gaming Authority (ANJ) has raised concerns about a noticeable increase in promotional spending by gambling companies after a recent market review. The regulator emphasizes consumer protection, aiming to balance industry expansion with measures to prevent gambling-related harm.
Strict Measures Imposed on Some Operators
The ANJ’s report highlights a significant surge in marketing and incentive budgets across the gambling sector. For 2026, total promotional expenses are expected to hit approximately EUR 785 million (around $915 million), marking an almost 25% rise from the previous year. This growth is driven by intense competition in France’s online gambling market and major sports events like the Winter Olympics and the FIFA World Cup.
While the ANJ approved marketing plans for 2026, it set firm limits requiring operators not to surpass their declared promotional budgets. The regulator warned that breaches could trigger targeted audits to curb excessive or harmful gambling practices and protect minors.
To prevent any risk of advertising saturation and encourage responsible gambling, the ANJ has introduced stringent guidelines for the sector.
ANJ statement
Although recognizing the commercial pressures on operators, the ANJ expressed concern about widespread advertising during major sports events and its potential normalization of gambling. The regulator advised companies to reduce expenditures on social media campaigns and loyalty bonuses. It will also collaborate with the French Advertising Standards Authority to avoid messaging that might attract young adults.
Impact of the Upcoming World Cup on Marketing Budgets
Most operators complied with prior rulings, with promotional spending in 2025 coming in 8% below expectations, likely influenced by a 15% marketing tax introduced mid-year. Financial incentives increased by 23% year-over-year, making up 60% of total promotional spend, while overall marketing expenses rose by 28%.
Digital advertising dominates, accounting for 44% of marketing expenditures, yet traditional media like television, radio, and outdoor ads are gaining momentum, especially during major sporting events such as the World Cup, which alone represents over 20% of annual marketing budgets. Sponsorships in sports have increased modestly.
Operators increasingly focus on retention tactics, encouraging customers to explore multiple gambling sectors, including sports betting, poker, and casino games. Anticipated regulatory changes include stricter controls such as TV betting advertisement bans from whistle to whistle, tighter sponsorship guidelines, and stronger protections for young adults aged 18 to 25, particularly through enhanced loss limits.
