Addiction Network Calls for Tougher Betting Ad Rules in France

PARIS – France’s leading addiction network has called for a ban on athletes and sports personalities promoting gambling.

The proposal adds pressure on French regulators and lawmakers as World Cup betting activity rises and public health groups warn that sports betting advertising is normalizing gambling among younger fans. Fédération Addiction set out 15 measures aimed at tightening controls on the sector, including restrictions on promotions, sponsorships and live-match advertising.

The group is calling for athletes, coaches and sports media figures to be removed from betting promotions. It also wants gambling advertising banned during live sports broadcasts, sports sponsorships stopped and offers or bonuses that encourage more betting or higher stakes removed.

Related: France Launches Digital Self‑Exclusion Register to Fast‑Track Gambling Protection

Addiction Network Targets Sports Betting Marketing

Fédération Addiction said sports betting has become a major entry point into gambling for young people. The group argues that marketing campaigns often connect fandom, national team identity and betting in ways that make gambling appear like a standard part of watching sport.

Benjamin Tubiana-Rey, head of advocacy and communication at Fédération Addiction, said operators “deliberately blur the lines between passion for sport and the incentive to gamble”. He said those strategies are aimed heavily at young men, including those from poorer neighborhoods.

The call comes after reports in France that senior national team players, including Kylian Mbappé and Rayan Cherki, objected to their images being used by Betclic. The players reportedly asked the French Football Federation to intervene after images from the Clairefontaine training base were used in bookmaker material.

World Cup Timing Sharpens Advertising Debate

The timing gives the campaign added weight. France is entering the 2026 World Cup as one of the tournament favorites, and major football events traditionally drive sharp increases in betting activity.

The 2022 World Cup in Qatar generated nearly €600 million in wagers in France. Fédération Addiction says tougher controls are needed before the market grows further and increases exposure among high-risk players.

France already has one of Europe’s toughest betting tax regimes, with public levies on online sports betting at 59.3% of gross gaming revenue. Yet gambling activity remains high. In the second half of 2025, France’s gambling regulator, the Autorité Nationale des Jeux, said gross gaming revenue reached €2 billion, with €1.2 billion generated by players classified as high risk.

Public Health Concerns Move Ahead of Revenue

Fédération Addiction wants gambling treated more like alcohol or tobacco, with public health placed ahead of market growth. Its proposals include halting further expansion until stronger prevention, player protection and support measures are in place.

Tubiana-Rey described the situation as a “genuine public health emergency”, citing risks that include debt, loss of control, psychological distress, suicide risk, family problems, academic or professional harm and financial crime. He also warned that gambling harm can deepen social inequality because financially vulnerable people are often less able to absorb losses.

The debate is also commercially sensitive. Bet365 entered the French market in June 2026, showing that major operators still see value in France despite high taxes and strict oversight. For campaigners, that reinforces the need to examine how operators acquire customers during major sports events.

The next question is whether French authorities will act on any of the 15 measures. For now, the proposals place athlete endorsements, sports sponsorships and live-match betting ads at the center of France’s World Cup gambling debate.

RELATED TOPICS: Responsible Gambling