French Regulator Orders Gambling Operators to Cap Marketing Spend After “Aggressive” 2026 Plans

The French gambling regulator has, for the first time, instructed operators not to exceed their stated marketing budgets and to “strictly limit” any reallocation of spending, following what it described as “aggressive” promotional strategies submitted for 2026.

L’Autorité Nationale des Jeux (ANJ) warned that moving funds between budget lines could trigger targeted inspections of operator activity.

This could force operators to scale back marketing campaigns and social media promotions, or to show “moderation” in sports partnerships, the ANJ said.

With a packed sporting calendar and football’s World Cup taking place next year, operators have significantly increased their promotional plans, with the tournament alone expected to account for 21 per cent of total marketing spend.

Overall promotional investment is set to rise by 25 per cent, or €156m, compared with last year, comprising €319m in marketing costs and €456m in bonuses and other financial incentives.

Marketing expenditure alone will increase by 28 per cent, or €69m, the regulator said.

“Due in particular to a year rich in major sporting events, traditional media such as TV and outdoor advertising are redeploying, but still lag behind the ever-dominant digital media, which account for 44 per cent of spending,” the regulator said.

“There has also been an increase in TV and radio sponsorship, allowing operators to access traditional media at lower costs than conventional advertising space.”

Spending on bonuses is expected to grow by 23 per cent, or €87m, and will make up 60 per cent of the total budget.

The ANJ said it will be “particularly vigilant” over World Cup-related advertising and will closely monitor operator activity during the tournament alongside France’s advertising watchdog, the ARPP.

The analysis was based on marketing plans submitted by 17 licensed online operators, as well as monopoly operators FDJ United and Pari-mutuel Urbain (PMU).