French Regulator Warns Gambling Operators Over Marketing Strategies

The French regulatory body for gambling, the National Gambling Authority (ANJ), has cautioned operators that they are not sufficiently mitigating their marketing endeavors after examining their 2022 promotional plans.

In its second annual assessment of operator marketing strategies, the ANJ last week concluded its review of each licensee’s projected marketing activities for the year.

The assessment follows the regulator’s declaration of a crackdown on advertising, which it considered “excessively saturated” in 2021.

Under new regulations announced last month, any advertising that “trivializes” gambling will be prohibited, as will advertising that “contains misleading statements about the likelihood of winning” or equates gambling with social standing enhancement or as a replacement for paid employment.

The ANJ also made some “suggestions” – which are not legally binding – including proposing that the industry should implement a combined restriction of three gambling advertisements per advertising slot on television and radio, and a combined limit of three ads per website online each day.

The ANJ stated that the review of strategies was based on the rules and recommendations enacted last month.

The French gaming regulatory body, ANJ, has declared that its fresh regulations for operators align with the directives and suggestions issued on February 17th. The goal is to “temper” the advertising market by decreasing gambling commercials, thereby safeguarding vulnerable populations and minors more effectively.

The ANJ had previously declared its disapproval of sports betting operator Winamax’s strategy. The ANJ asserted that Winamax’s strategy was “excessively focused on young individuals, with a genuine risk of underage gambling,” and “almost constantly stimulating bettors.” The regulatory body also highlighted that despite Winamax already exhibiting “very high” advertising levels in 2021, it still proposed augmenting advertising frequency.

The ANJ stated: “The combination of these risks and the absence of sufficient prevention and public protection measures led the ANJ to reject the operator’s strategy.”

All other policies, excluding Winamax’s strategy, were accepted, but the regulatory body stated that “strict conditions” had been incorporated into some strategies.

Specifically, the ANJ expressed worry about operators intending to increase their advertising budgets by 7% in 2022, despite the ANJ having cautioned that advertising in 2021 was already too frequent. The ANJ stated that there were some “extensive advertising campaigns” planned surrounding the 2022 FIFA World Cup.

The organization also cautioned that it would “methodically deploy” digital marketing techniques, with a special emphasis on social media platforms such as TikTok, Snapchat, Twitch, and Instagram, which are favored by youngsters and teenagers.

The oversight body stated: “The ANJ will carry out a mid-year review to assess whether these requirements are being effectively taken into account.”

The regulatory body also paid close attention to the plans submitted by lottery operator Française des Jeux (FDJ) and horse racing betting monopoly Pari Mutuel Urbain (PMU), noting that the operators’ exclusive status meant their marketing strategies should “remain measured and be confined to what is essential to meet gambling demands.”

It identified two areas of concern regarding FDJ’s policy. First, it stated that the reach of its advertising “could be considered, in some aspects, to be exceeding what is needed to achieve the guiding objectives.”

Moreover, the ANJ indicated that some of FDJ’s advertising “highlights… extraordinary winnings.”

Meanwhile, for PMU, the regulator advised that it should not suggest that gambling is a “family pastime” or otherwise include minors in its product promotion campaigns.

Furthermore, the ANJ warned the operator that its bonus policy should not “result in an escalation of gambling behavior already present in horse racing betting.”

In its 2021 marketing evaluation, the ANJ concentrated on two leading operators, expressing “serious worries” about their promotional tactics, particularly considering that monopolies should only provide “moderate and strictly restricted” advertising.

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