France’s Gambling Watchdog Raises Alarm Over World Cup Betting Ad Surge

As the 2026 FIFA World Cup approaches, France’s gambling regulator, the Autorité Nationale des Jeux (ANJ), has issued a stark warning about the potential dangers of increased betting advertising during the tournament. The regulator is urging betting companies and their media partners to exercise restraint and moderation in their promotional activities.

ANJ’s Concerns Over Rising Marketing Budgets

On February 13, the ANJ reviewed the annual promotional strategies submitted by licensed operators and expressed significant concerns about what it discovered. The gambling sector’s overall marketing budgets have surged by more than 25% compared to the previous year, with companies citing the packed sporting calendar—particularly the upcoming World Cup—as justification for the increase.

The regulator emphasized that this substantial growth in marketing expenditure, combined with the global attention that the World Cup commands, could lead to an overwhelming flood of gambling-related messages reaching audiences at a time when soccer enthusiasm is already at its peak.

The Hydration Break Controversy

One particularly contentious issue drawing the ANJ’s attention is FIFA’s plan to introduce “hydration breaks” during matches. These brief pauses are expected to create approximately two additional minutes of advertising time per game. While broadcasters and sponsors view this as valuable inventory, the ANJ sees it as a potential problem.

Regulators worry that these extra advertising slots could translate into more betting commercials, thereby increasing exposure among vulnerable groups such as young adults and individuals at risk of developing gambling problems. The ANJ has specifically requested that operators refrain from exceeding the promotional budgets they declared in their annual submissions and avoid redirecting additional funds into the new advertising windows created by these breaks.

Industry Response and Media Responsibility

In response to the ANJ’s concerns, ADMTV (which represents television and streaming advertising sales houses) informed the regulator that at least one major broadcaster has already decided not to sell the additional World Cup break slots to gambling companies. This broadcaster has also pledged to adhere to existing advertising codes of conduct and follow recommendations issued by regulatory bodies.

Beyond calling for moderation, the ANJ has reminded media outlets of their obligation to comply with rules prohibiting advertisements for illegal gambling offers, including unlicensed online casinos that continue to target French consumers despite regulatory restrictions.

The Whistle-to-Whistle Ban Proposal

The ANJ has revived a longer-term proposal that has yet to gain legislative traction: a potential “whistle-to-whistle” ban that would block gambling advertising immediately before, during, and after major sporting events. While lawmakers have not adopted this measure, the ANJ has made clear that it views this as a serious option worthy of consideration.

Research Underscores the Stakes

The regulator’s caution is supported by independent research that highlights the significant impact of gambling advertising. Recent studies examining past World Cups have found that heavy exposure to gambling ads significantly increases the likelihood that viewers place bets on soccer matches. Separate research focusing on the 2026 tournament suggests that a notable share of bettors plan to wager for the first time during the event, with advertising playing a key role in prompting these initial betting decisions.

The ANJ’s intervention comes at a critical juncture as the gambling industry prepares for what many expect to be a record-breaking year for sports betting, particularly with the expanded 48-team World Cup format promising more matches and more advertising opportunities than ever before.

Tags: ANJ, Autorité Nationale des Jeux, 2026 FIFA World Cup, World Cup betting, gambling regulation, sports betting advertising, hydration breaks, whistle-to-whistle ban, French gambling laws, responsible gambling, betting marketing budgets, ADMTV, sports advertising, World Cup 2026, gambling awareness

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