France Strengthens Oversight of Gambling Advertising
France.- 9 October 2026 | www.zonadeazar.com France has strengthened its gambling advertising oversight framework through a renewed cooperation agreement between the Autorité Nationale des Jeux, ANJ, and the Autorité de Régulation Professionnelle de la Publicité, ARPP.
The new pact expands existing responsibilities and extends the framework to JONUM products, online games featuring monetisable digital objects.
ANJ-ARPP Agreement
The renewed agreement was signed by ANJ President Pascal Chevremont and ARPP President Christine Albanel.
The two organisations have worked together since 2023 to monitor gambling advertising campaigns and assess their compliance with French rules.
Review Before Publication
ARPP acts as the first point of contact for operators seeking guidance on proposed commercial communications before they are published.
Where compliance questions arise, ARPP can consult the ANJ and request its opinion.
That mechanism has already been used several times since the original agreement was signed.
JONUM Added to Framework
One of the main changes is the addition of JONUM products.
The regulatory project covers digital products that may incorporate:
- Blockchain.
- NFTs.
- Crypto-assets.
- Monetisable digital objects.
The ANJ began developing this regulatory category during 2026.
Responsible Influence Certificate
The new agreement also gives the ANJ a greater role in strengthening the gambling component of ARPP’s Responsible Commercial Influence Certificate.
The aim is to improve standards applying to influencers and creators promoting gambling-related products.
Four Advertising Charters Under Review
ARPP will also participate in the ANJ’s review of four voluntary advertising charters introduced in 2022.
They cover:
- Television.
- Radio.
- Outdoor advertising.
- Digital media.
The regulator will assess whether those commitments need to evolve alongside changing advertising practices and consumer behaviour.
Promotional Strategies Under Regulatory Review
Licensed operators must submit their annual promotional strategies to the ANJ for approval.
The review includes:
- Advertising expenditure.
- Bonuses and promotions.
- Social media campaigns.
- Sponsorship activity.
- Allocation of spend across different channels.
Budget Limits
During 2026, the ANJ instructed licensed operators not to exceed their declared promotional budgets.
The regulator also imposed limits on spending between different marketing categories.
Advertising Cannot Normalise Gambling
French rules prohibit campaigns that portray gambling as:
- A route to financial security.
- A guarantee of social success.
- An alternative to employment.
- A risk-free activity.
Advertising must also avoid exaggerating the chances of winning or relying on personalities and imagery with particular appeal to minors.
Protecting Minors
Protection of minors and vulnerable players remains a central objective.
The ANJ recommends limiting both the volume and frequency of gambling advertising across different media channels.
Debate Over a Full Ban
France continues to favour strict regulation rather than a blanket gambling advertising ban.
Former ANJ President Isabelle Falque-Pierrotin defended this approach against calls for a complete prohibition.
Pascal Chevremont to Review Framework
Pascal Chevremont, who became ANJ President in June, has acknowledged growing public concern over gambling advertising exposure.
The regulator will assess collected data before deciding whether France’s wider advertising rules and practices require a broader review.
Next Steps or Impact
The renewed agreement further strengthens France’s preventive advertising supervision model.
Operators will continue to face scrutiny over campaign content, promotional budgets and marketing plans before execution, while JONUM products are now formally incorporated into the oversight framework.
Further rule changes could follow if the ANJ concludes that gambling advertising pressure remains too high.
Editó: @fonta
