2026 World Cup: France fears betting explosion
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19 Feb 2026 •
Reading time: 3 minutes
In the run-up to the 2026 FIFA World Cup, France is concerned about a phenomenon that is well known at major international competitions: the rise of sports betting and, above all, its promotion.
A clear warning to operators
The message is unambiguous. The French gaming regulator, the Autorité Nationale des Jeux (ANJ), has officially warned operators against stepping up their marketing campaigns during the global competition. The institution fears that the event, with its massive audience and emotional appeal, could become a catalyst for risky behaviour.
According to the information examined by the regulator, the promotional strategies planned for 2026 show a significant increase in budgets, reflecting the commercial importance of the tournament for market players. The ANJ is therefore asking operators not to exceed the budgets already declared in their forward plans.
Sharp increase in marketing budgets
The figures studied by the regulator show a clear trend: promotional spending linked to 2026 has increased by more than 25%. This increase is directly linked to the economic appeal of the World Cup, an event capable of generating an exceptional volume of online and point-of-sale bets.
This budgetary inflation means more television adverts, digital campaigns, partnerships with influencers and special operations around the matches. In other words, a potential omnipresence of messages encouraging people to bet.
For the ANJ, the stakes are not just economic, but also societal: as the visibility of gambling offers increases, so does the risk of excessive exposure, particularly among vulnerable people.
The new match breaks, an unexpected advertising space
One organisational element of the tournament is particularly worrying. The introduction of additional hydration breaks during matches will automatically create new advertising space. Each match should thus offer around two additional minutes of commercial inventory.
For advertisers, this development represents a strategic opportunity. For the regulator, it represents a risk of intensifying the promotion of betting in the middle of broadcasts watched by millions of viewers.
In discussions with the regulator, the TV advertising association confirmed that a major broadcaster would not market advertising space from hydration breaks to gambling companies. This decision is in line with the guidelines for responsible advertising established in 2022 in conjunction with the regulatory authorities and professional bodies.
Young people particularly at risk
The ANJ’s concerns are also based on behavioural data. The regulator points out that sports bettors present a higher level of risk when it comes to gambling problems. Available figures show that 15.3% of these punters are involved in problem gambling. What is even more worrying is that young adults continue to play a significant role. In 2024, 18% of 18-24 year olds took part in sports betting.
This fact fuels concerns that this age group will be massively exposed to intensive marketing campaigns during the competition. Football, a cross-cultural phenomenon, acts as a powerful vector of identification, capable of transforming an occasional spectator into an active bettor.
Call to order against illegal offers
In addition to authorised advertising, the French authority has also reiterated the strict ban on promoting illegal gambling services, in particular unlicensed online casinos. In today’s digital economy, where advertising boundaries are porous, the regulator knows that major sporting competitions also attract fraudulent offers.
The ANJ also reiterates its call for a total ban on gambling advertising during live sports broadcasts (whistle-to-whistle ban). It is also calling for tighter controls on sponsorship of major sporting events.
The warning issued to operators is part of a wider strategy to monitor the peaks in activity that are characteristic of major international competitions. History repeats itself: the Euro, the Olympic Games, the World Cup… Each sporting cycle brings with it a mechanical increase in bets and advertising campaigns. The regulator now intends to anticipate these phenomena rather than suffer from them.