ANJ Warns Operators to Increased Betting Ads During 2026 World Cup
As the 2026 World Cup approaches, concerns over the regulation of betting advertisements have taken center stage. One key player in this discussion is the Autorité Nationale des Jeux (ANJ), France’s regulator, which is set to oversee and potentially restrict betting ads during the tournament. The initiative aims to promote responsible advertising and protect vulnerable audiences from excessive gambling promotions during this global sporting event.
According to the ANJ, gambling companies are boosting their promotional spending markedly for the 2026 tournament. The total allocated budgets are expected to increase by over 25%, reflecting the tournament’s immense commercial significance.
In its oversight role, the ANJ reviewed these marketing plans and urged operators to adhere to the budgets already submitted. The goal is to curb excessive advertising during a period anticipated to see a surge in betting activity.
FIFA’s decision to incorporate hydration breaks into the match schedule will create more opportunities for advertising. Each game will feature roughly two extra minutes of commercial time, potentially amplifying the visibility of gambling ads during live broadcasts watched by large audiences.
The ANJ expressed concern that these added breaks could lead to increased exposure to gambling advertising. Given that sports bettors are at elevated risk, with data indicating that 15.3% of problem gamblers are affected, and young adults are particularly vulnerable—18% of those aged 18 to 24 participated in sports betting in 2024—the regulator is wary of the potential for harm.
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During discussions with the ANJ, the advertising association ADMTV confirmed that one major broadcaster will not sell hydration break advertising slots to gambling firms. The broadcaster also committed to following responsible advertising standards established by ARCOM, ANJ, and ARPP since 2022. The regulator welcomed this stance and called for similar measures across the industry.
The ANJ reiterated the importance of respecting bans on promoting illegal gambling services, such as unlicensed online casinos. It also emphasized the need for a whistle-to-whistle ban on gambling advertising during live sports and stricter regulation of sponsorships associated with major sporting events. World cup betting ads
