The ANJ is stepping up its fight against gambling advertising abuses. At a conference, the French regulator unveiled a series of ambitious proposals, including a ban on gambling advertising between the beginning and end of sports broadcasts (‘whistle ban’) and tighter controls on sponsorship.
At a time when global sporting competitions are attracting millions of television viewers, the Autorité nationale des jeux (ANJ) is calling for strict controls on gambling advertising in France. At a conference organised to mark its 5th anniversary, the regulator proposed the introduction of a ban on gambling advertising broadcast ‘whistle-to-whistle’, i.e. from kick-off to the final whistle of matches.
This type of restriction, inspired by the British model adopted in 2019 by the operators themselves, aims to reduce the exposure of young and vulnerable people to promotional messages linked to sports betting. The ANJ stresses that this measure must form part of a more comprehensive approach to preventing the risks associated with gambling.
‘Gambling needs to be de-banalised and repositioned as a form of regulated entertainment rather than an opportunity to win easy money,’ states the conference report.
Sponsorship under increased scrutiny
The ANJ is not content to simply target advertising spots: sponsorship is also in its sights. The regulator is calling for tighter supervision of sports sponsorship, which it sees as a major lever for trivialising gambling.
As of January 2025, the four largest gaming operators have been ordered to reduce their marketing and sponsorship expenditure. The French Ligue 1 remains relatively untouched by these partnerships, with Winamax the only shirt sponsor in 2024-2025 (Le Havre club), but there are some notable exceptions, such as the partnership between Betclic and the French Rugby Federation.
Since 2023, the ANJ has also prohibited operators from using the image of athletes considered popular with minors in their advertising campaigns, a rule welcomed by addiction prevention players.
Limiting losses for young players: a priority
Another of the ANJ’s key proposals is the introduction of personalised loss limits for players aged between 18 and 25. This age group, particularly vulnerable according to studies, could soon be protected by automatic loss-capping tools.
At the same time, the ANJ is continuing to develop an algorithm for detecting excessive gambling behaviour, which is due to go live in 2026. This proactive monitoring technology should make it possible to systematically identify at-risk profiles and activate protection or restriction mechanisms.
Proactive regulation, but still at the proposal stage
It should be noted that the measures mentioned are still recommendations, with no firm timetable for implementation. However, their publication in an official post-conference document and their link with major events such as the 2026 World Cup suggest that implementation could accelerate in the coming months.