France Warns About Gambling Ads Before 2026 World Cup

France’s gambling watchdog, the Autorité Nationale des Jeux (ANJ), has voiced worry about a possible flood of betting ads before the FIFA World Cup 2026. It cautions that too much exposure might boost risks for people prone to gambling problems.

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As it looked over companies’ marketing plans for the year, the agency noticed that marketing budgets had grown by over 25% on average. Businesses link this jump to the worldwide soccer event, which they think will attract huge crowds across many continents. The regulator has asked firms to stick to their stated spending amounts. It argues that keeping ad campaigns in check is key to avoiding overwhelming people and stopping harmful betting habits from spreading.

The caution comes after FIFA‘s recent choice to bring in planned water breaks during games. These quick pauses meant to look after players also make extra TV time that can be used for ads. Officials worry the added airtime might increase marketing pressure on viewers, particularly on younger people who already bet on sports a lot.

Studies mentioned by the watchdog show that over one in seven sports gamblers in France might have trouble with risky betting habits, while it is still very common among people in their late teens and early twenties. Given these patterns, the authority thinks it is crucial to limit how much promotion happens during a big tournament to prevent problems.

France Seeks Balance Between Sports Marketing and Player Protection

The media industry has shown some signs of holding back. ADMTV, the ad sales group, told regulators that a major TV network plans to keep betting firms out of new commercial breaks. This same network also said it would stick to ad standards agreed with watchdogs like ARCOM and ARPP.

Even with these promises, the gambling watchdog is asking all players – from bookies to TV networks – to be careful when using sponsorships and promo deals tied to the event. It also stressed the need to stop ads from unlicensed gambling firms and offshore online casinos.

Considering the future beyond this summer’s event, the regulatory body once again proposed that policymakers think about tougher regulations for major sports broadcasts. The options include prohibiting gambling ads right before, during, and after live games, as well as stronger restrictions on sponsor visibility.As soccer’s biggest competition draws near, those in charge seem set on striking a balance between business interests and safeguarding consumers. They hope to steer clear of a situation like previous tournaments, where the amount of advertising led to public backlash.