The French gambling regulator, l’Autorité Nationale des Jeux (ANJ), has set out a new series of policy recommendations that would introduce new restrictions for gambling promotion and player protection ahead of the next World Cup.
The regulator is advocating for a whistle-to-whistle ban on gambling advertisements during sports broadcasts—mirroring similar voluntary measures introduced in the UK by the Betting and Gaming Council in 2019 and more recently in Ireland by the Irish Bookmakers Association. These initiatives restrict gambling ads from airing during sports coverage, beginning five minutes before the event starts and ending five minutes after it concludes.
In addition, the regulator has proposed the introduction of new loss limits specifically targeting young adults aged 18 to 25. It has also called for stricter sponsorship regulations to address what it describes as the “trivialisation of gambling.” Current rules already prohibit the use of athletes’ likenesses in gambling advertisements if the content may appeal to minors.
Presenting these proposals at a recent conference, the ANJ emphasized that the measures remain under review. Nonetheless, it reaffirmed its commitment to enhancing player protection well in advance of the 2026 FIFA World Cup—an event the regulator views as a key opportunity to reshape public attitudes toward gambling.
Simone Alexe, head of addiction prevention at France’s General Directorate of Health, also addressed the conference. She highlighted a surge in gambling-related support requests in 2024 as evidence of the urgent need for clearer health warnings about the risks associated with gambling.
