bet365 has secured a license from the French Autorité Nationale des Jeux (ANJ) to expand into the country’s gambling market and offer online sports betting.bet365 had...
ANJ bans iGaming operators from exceeding promotional spend
France’s Autorité Nationale des Jeux (ANJ) has warned operators that they are prohibited from exceeding the spending on marketing materials as the FIFA World Cup and the Winter Olympics approach later in 2026.
France’s national gambling authority reviewed the promotional strategies of 17 licensed operators in an effort to limit problem gambling and protect minors. As a result, the regulator urged the operators to reduce the execution of sports partnerships or cut down budgets allocated to marketing and social networks.
Proposals to strengthen the control on the overall marketing spend of iGaming operators were also discussed, with plans to implement a whistle-to-whistle ban on sports betting ads during matches.
Additionally, the regulator warned that operators looking to expand their player base and incentivize players through cross-selling and bonuses have to reduce their retention bonus expenses.
The ANJ revealed that there was a 25% increase in promotional budgets, rising by €156 million compared to 2025.
Marketing investments increased by 28% and now represent 40% of the overall budget for 2026. From the total budget, 21% is going to be allocated to the FIFA World Cup.
While outdoor advertising and traditional media are increasing, digital media still leads with a 44% share of spending.
From the total budget of €785 million, €319 million is dedicated to marketing expenses and €466 million to financial rewards distribution.
The French National Gambling Authority (ANJ) issued a formal warning against prediction markets on February 24, 2026, and stated that they classify them as illegal gambling.
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