France’s gambling authority is sounding the alarm as the 2026 FIFA World Cup draws closer, urging betting companies and their media partners to dial back advertising plans tied to the tournament.
On Friday (February 13), the Autorité Nationale des Jeux (ANJ) reviewed annual promotional strategies filed by licensed operators and said it was concerned by what it found. Overall marketing budgets across the sector have climbed by more than 25% compared with last year. Companies pointed to a packed sporting calendar, especially the upcoming World Cup, to explain the spike.
The regulator said that kind of growth, combined with the global spotlight of a World Cup, risks flooding audiences with gambling messages at a time when interest in soccer is already running high.
Betting ads pressure ahead of the World Cup
One issue drawing particular attention is FIFA’s plan to introduce “hydration breaks” during matches. Those short pauses are expected to create roughly two extra minutes of advertising time per game. For broadcasters and sponsors, that is valuable inventory. For the ANJ, it is a potential problem.
Officials worry the additional slots could translate into more betting commercials, increasing exposure among vulnerable groups such as young adults and people at risk of excessive gambling.
In response, the ANJ has asked operators not to exceed the promotional budgets they declared in their annual submissions. It also urged them not to redirect extra funds into the new advertising windows created by the breaks. The regulator said the goal is to avoid “over-exposure” that could contribute to harmful gambling behavior.
The authority noted that ADMTV, which represents television and streaming advertising sales houses, informed it that a major broadcaster has already decided not to sell the extra World Cup break slots to gambling companies. The broadcaster also pledged to stick to existing advertising codes of conduct and follow recommendations issued by regulators.
Beyond moderation, the ANJ reminded media outlets that they must comply with rules banning advertisements for illegal gambling offers, including unlicensed online casinos that continue to target French consumers.
The regulator also revived a longer-term proposal: a potential “whistle-to-whistle” ban that would block gambling advertising immediately before, during, and after major sporting events. Lawmakers have not adopted the measure, but the ANJ has made clear it sees it as a serious option.
Its caution comes as independent research points out the stakes. Recent studies examining past World Cups have found that heavy exposure to gambling ads significantly increases the likelihood that viewers place bets on soccer matches. Separate research on the 2026 tournament suggests a notable share of bettors plan to wager for the first time during the event, with advertising playing a key role in prompting that decision.
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