The National Gaming Authority (ANJ) of France has established unprecedented controls over the advertising campaigns of betting operators for 2026, a year that promises intense activity due to two major international sporting events. The 17 licensed online operators and the two state monopolies (FDJ and PMU) will have to respect strict limits on their promotional budgets, which will reach $979 million, an increase of 25% compared to what was spent in 2025.
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Rising Budgets in France due to Sporting Events
Gambling companies plan to invest an additional $194 million in 2026, driven by the FIFA World Cup and the Winter Olympic Games. Of the total budgeted, $581 million will be allocated to bonuses and financial rewards for players, while $398 million will go to traditional and digital marketing campaigns.
The distribution of advertising spending shows significant changes. Digital media maintain their dominance with 44% of the investment, but there is a partial return to traditional channels such as television and outdoor advertising. The months of June and July, when the Football World Cup will be held, will concentrate 21% of the annual marketing budget.
Unprecedented Control Measures by ANJ
For the first time in the sector’s regulatory history, the ANJ requires all operators not to exceed their announced budgets and to limit any internal reallocations between items. This directive may trigger specific audits if the body detects non-compliance.
The authority conditionally approved promotional strategies, imposing additional restrictions on several operators. Some will have to reduce their spending on social media or moderate their sports sponsorship agreements, while at least one operator needs to significantly cut back on customer retention bonuses.
Focus on Retention Over Acquisition
The ANJ’s analysis revealed that operators prioritize consolidating their current player base through cross-selling strategies. These tactics aim to convert, for example, sports bettors into poker players through attractive financial incentives, in an increasingly competitive market.
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Spending on financial bonuses grew by 23%, equivalent to an additional $108 million, and now represents 60% of the total budget. In parallel, sports sponsorship is experiencing a 14% increase, while television and radio sponsorship are gaining ground as a more economical alternative than conventional advertising spaces.
ANJ’s Previous Year Balance
In 2025, promotional investments were 8% lower than initially projected, partly due to the entry into force of a new 15% tax on marketing in July. The ANJ highlighted that most operators respected the prescriptions and recommendations made in the previous review.
Proposals for Greater Regulation
Looking ahead to the Football World Cup, the ANJ reiterates proposals to tighten advertising regulation. These include prohibiting sports betting advertisements five minutes before, during, and after televised matches; establishing stricter rules for sponsorship; and implementing specific loss limiters for young people aged 18 to 25.
The authority will collaborate closely with the ARPP to monitor the content of new advertising creations during this year of high sports media exposure, seeking to prevent excessive or pathological gambling and protect minors.
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