France's gambling advertisers urged for self-restraint
The French gaming regulator, ANJ, has issued a warning to gambling and sports betting service providers, requesting them to tone down their advertising initiatives for the year 2024. This action is prompted by two significant sports events scheduled to occur in the summer of this year.
Service providers are required to disclose their advertising plans
In a press release dated January 9 [French link], the ANJ has urged gambling service providers to exercise caution in their advertising strategies for the year 2024. This move is a preemptive measure to manage advertising during the upcoming UEFA European Championship and the Olympic Games, which will be held in Paris.
The ANJ intends to prevent an ad excess during these events and safeguard minors, particularly during major sporting events.
By the start of the year, French gaming service providers are expected to disclose their annual advertising strategies to the ANJ. The ANJ will assess these plans relative to national gaming policy before granting approval.
Higher advertising budgets anticipated
15 out of 16 licensed gaming service providers in France are estimated to maintain their existing strategies for the year 2024. However, substantial investments are earmarked for the two major summer sports events. ANJ forecasts a 14% growth.
As stated by the ANJ, "The majority of operators aim to continue the strategy adopted in 2023, which emphasizes player retention in light of robust sporting activity surrounding the EM and the Olympic Games."French gaming regulator, ANJ
The proposed investments are projected to reach 670 million euros. A bulk of the expenditure is planned for May to July, coinciding with the World Cup and the Olympic Games. Around 30% of the investments are earmarked for this period.
According to the ANJ, gaming service providers will primarily focus on digital channels. Around 46% of the planned advertising investments are allocated for online advertising. TV advertising and sponsorship account for 26% and 15% respectively.
Sports betting: A contentious issue
Sports betting is a highly controversial issue in numerous countries, including Germany. In anticipation of the UEFA European Championship, there's even a call for an outright ban on sports betting. According to Burkard Blienert, addiction coordinator of the German federal government, Germany could lead the way in combating the risks associated with sports betting.
In the UK, the influx of gambling advertisements in the Premier League is a prevailing concern. Consequently, the clubs have agreed to erase all gambling advertisements from their jersey chests from the 2026/27 season onward.
While gambling authorities and experts worldwide remain apprehensive over player safety, the UEFA has onboarded sports betting provider Betano as the official sponsor of the upcoming European Championship.
The ANJ is reportedly not pleased with the advertising strategy of a yet-unnamed provider, identified as WINAMAX. The provider's strategy, which included bonuses and financial incentives, was deemed inconsistent with French gaming policy.
The ANJ deemed WINAMAX's proposed strategy a significant threat to players and requested revisions. The provider has been granted until February 15 to resubmit their application for commercial offers with financial incentives approval.
Given the ongoing discussions about regulating sports betting in Germany, it's interesting to note that some online casinos in Germany may also be affected by the ANJ's advertising guidelines.
After the ANJ's criticism of WINAMAX's advertising strategy, it's possible that German online casinos operating in the French market will pay extra attention to their own advertising strategies to avoid similar issues.
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