French Regulator Flags Troubling Surge in Gambling Marketing

France’s National Gaming Authority (ANJ) has sent a clear warning to operators following its latest market review. According to the regulator, promotional spending by gambling companies is increasing rapidly, even necessitating intervention in select cases. Consumer safety remains a priority for the ANJ, as the authority strives to strike a balance between industry growth and the prevention of gambling harm.

Some Operators Received Strict Warnings

In its latest report, the ANJ uncovered a sharp escalation in planned marketing and incentive budgets across the sector. Total promotional expenses by operators for the new year are projected to reach EUR 785 million ($915 million), a nearly 25% increase compared to 2025. This sudden increase aligns with fierce competition in the French online gambling market, alongside major events such as the Winter Olympics and the FIFA World Cup.

While the ANJ approved operators’ 2026 marketing strategies, it imposed strict conditions. For the first time, the authority instructed gambling companies not to exceed their declared promotional budgets under any circumstances. The regulator made it very clear that violations could lead to targeted audits. This measure aims to prevent excessive or pathological gambling, as well as protect minors.

To prevent any risk of advertising overexposure and the development of excessive gambling practices, the ANJ has issued strict guidelines to stakeholders.

ANJ statement

While the regulator acknowledged operators’ commercial pressures, it was wary of advertising saturation and the normalization of gambling during major sporting events. The authority advised several gambling companies to scale back spending on social media and retention bonuses. The ANJ will also cooperate with the French Advertising Standards Authority (ARPP) to prevent messaging that could appeal to young adults.

The Upcoming World Cup Drives Marketing Spend

The ANJ’s latest review revealed that most operators had adhered to the directives issued in previous years. Promotional spending in 2025 was8% below forecasts, likely due to the 15% marketing tax introduced in July 2025. Financial incentives have increased by 23% year-on-year and account for60% of the total promotional expenditure. Marketing spend has grown even faster, up 28%.

Digital channels remain in the lead, accounting for 44% of marketing spend. However, traditional media are gaining ground. Television, radio, and outdoor advertising will likely see renewed interest during peak sporting periods, particularly around the World Cup in June and July. This event alone accounts for more than 20% of annual marketing spend. Sports sponsorships are seeing a more modest increase.

According to the ANJ, operators are increasingly pivoting toward retention strategies, leveraging offers that aim to move customers between verticals such as sports betting, poker, and casino games. Looking ahead, the regulator has proposed tougher restrictions, such as “whistle-to-whistle” bans on TV betting ads, tighter sponsorship rules, and stronger protections for 18- to 25-year-olds through enhanced loss limits.