The Autorité Nationale des Jeux (ANJ) reported that promotional budgets submitted by licensed gambling operators have risen by more than 25% compared to previous cycles, with many companies citing the World Cup calendar as justification.

In response, the regulator has formally requested that operators adhere strictly to the budgets they have declared, emphasizing the need to prevent overexposure and mitigate risks associated with excessive gambling behavior.

Concerns Over Additional Advertising Windows

The regulator’s concerns intensified following the recent announcement by FIFA introducing “hydration breaks” during World Cup matches. These two-minute pauses, designed primarily for player welfare, will also create additional advertising slots during each game.

According to the ANJ, this development risks amplifying advertising pressure at a time when sports betting participation remains particularly high among vulnerable groups. The regulator cited data indicating that problematic gambling prevalence in sports betting stands at 15.3%, while 18% of young adults aged 18–24 engaged in sports betting in 2024.

To address these concerns, the ANJ has engaged with ADMTV, which represents television and streaming advertising sales houses. The association informed the regulator that a major broadcaster has already decided not to commercialize the new hydration break advertising slots to gambling operators.

That broadcaster also committed to complying with responsible advertising charters and guidelines established since 2022 by the ARCOM, the ANJ, and the Autorité de Régulation Professionnelle de la Publicité (ARPP).

Call for Moderation and Stronger Safeguards

While welcoming this voluntary commitment, the ANJ has called on all stakeholders — broadcasters and gambling operators alike — to exercise moderation in monetizing these additional advertising windows, including through sponsorship activations.

The regulator also reiterated the obligation for media outlets to respect existing prohibitions on advertising illegal gambling offers, particularly unlicensed online casinos.

Looking beyond the 2026 tournament, the ANJ renewed its proposal for the introduction of a “whistle-to-whistle” advertising ban — which would prohibit gambling advertisements five minutes before, during, and five minutes after the broadcast of sporting events — as well as tighter rules governing sponsorship during major competitions.

By emphasizing preventive measures and coordinated responsibility across the sector, the ANJ aims to balance the commercial opportunities of a global sporting event with the protection of consumers and the integrity of France’s regulated gambling market.