France Strengthens Oversight of Gambling Advertising Campaigns

France Strengthens Oversight of Gambling Advertising Campaigns

France continues to refine its regulatory framework for online gambling advertising, introducing stricter oversight and expanded responsibilities for operators. This move comes as part of a renewed partnership between two key regulatory bodies aimed at enhancing transparency and protecting consumers.

Background: The ANJ and ARPP Partnership

The Autorité Nationale des Jeux (ANJ), France’s gambling regulator, has deepened its collaboration with the Autorité de Régulation Professionnelle de la Publicité (ARPP), the country’s independent advertising control body. This partnership, first formalized in 2023, ensures that gambling advertising aligns with both legal standards and ethical guidelines. Under this framework, the ARPP acts as an independent monitor, reviewing campaigns to ensure compliance with the ANJ’s advertising charter.

Key Responsibilities of the Charter

• Pre-Approval Process: Operators holding online gambling licenses must submit their advertising and marketing campaign plans to the ANJ six months in advance. The regulator assesses these plans using ARPP’s guidelines.
• Information Sharing: The ANJ and ARPP maintain a robust consultation process, allowing the ARPP to seek the ANJ’s opinion on campaign compliance with French laws and advertising standards.
• Prohibitions: Advertising must not trivialize gambling, depict it as a route to financial security, or appeal strongly to minors. Campaigns must also avoid exaggerating winning prospects or using personalities that could influence vulnerable audiences.

Expanding the Scope: JONUM Project

The partnership’s scope has now been broadened to include the JONUM project (Governance of Online Games with Monetizable Utilities), launched in 2026. JONUM addresses emerging verticals in the French online gambling market, such as blockchain elements, NFTs, and crypto-assets.

New JONUM Provisions in the Pact

1. Responsible Commercial Influence Certificate: The ANJ will play a role in strengthening the gambling component of ARPP’s certification program, ensuring ethical advertising practices.
2. Voluntary Advertising Charters: The ARPP will participate in the ANJ’s review of advertising charters for television, radio, outdoor advertising, and digital media.
3. Information Sharing: Continued collaboration on proposed gambling campaigns to ensure alignment with evolving regulations.

Stricter Enforcement and Budget Controls

The ANJ has also implemented stricter enforcement measures for operators:

• Annual Promotional Strategies: Licensed operators must submit their promotional plans annually for regulatory approval, covering advertising expenditure, bonuses, social media campaigns, and sponsorship activities.
• Budget Limits: From 2026, operators are prohibited from exceeding declared promotional budgets, with strict limits imposed on expenditures across marketing categories.

Addressing Public Concerns

Public concern over gambling advertising has grown, prompting calls for stricter controls. Pascal Chevremont, the new President of the ANJ appointed in June, acknowledged these concerns during his recent announcement. Chevremont emphasized the need to balance industry growth with consumer protection, stating that the ANJ would assess collected data before deciding on potential revisions to France’s advertising laws and guidelines.

A Balanced Approach

The cooperative framework was initially co-designed under former ANJ President Isabelle Falque-Pierrotin, who defended it against critics advocating for a blanket ban on gambling advertising. Chevremont’s leadership appears set to build on this foundation, prioritizing transparency and responsible practices.

Looking Ahead: The Future of Gambling Advertising in France

As the ANJ continues to refine its oversight mechanisms, the focus remains on safeguarding consumers while allowing the industry to innovate within clear boundaries. The inclusion of the JONUM project highlights France’s proactive approach to regulating emerging trends in online gambling.

Key Takeaways

• Operators must adhere to stringent pre-approval processes for advertising campaigns.
• The ANJ and ARPP partnership ensures ethical and legal compliance across all marketing efforts.
• The JONUM project extends regulatory oversight to blockchain and crypto-related gambling activities.
• Public concerns over gambling advertising are being addressed through enhanced transparency and stricter enforcement.

France’s evolving regulatory landscape underscores its commitment to responsible gambling practices, setting a benchmark for other jurisdictions navigating similar challenges.

Related guides

• $24M Florida Slots Case: Owner Seeks Dismissal of RICO and Money Laundering Charges
• ADM Authorises Setka Cup Betting: BETER Gains Access to Italy’s Regulated Market
• ANJL: Ban on Licensed Online Casinos Could Double Brazil’s Illegal Gambling Market
• ASA Maintains Strict Gambling Ad Control: A Comprehensive Guide to Two New Rulings
• ASA upholds complaint against Midnite over AI-generated character in TikTok ad