The ANJ Issues New Laws against Gambling Ads in France

The gambling regulator of France's L'Autorité Nationale des Jeux (ANJ) has made firm decisions against gambling adverts in its jurisdiction.

The regulator introduced new guidelines and recommendations to complement existing gambling advert rules and issued new recommendations to license holders.

This decision is coming after the ANJ frowned at the volume of sports betting ads displayed during the Euro 2020 tournament.

As a fast response to the oversaturation of ads, the authority introduced a five-point action plan, including a review of licensee ads as well as stricter guidelines for marketing.

The regulator followed it up with a convention on advertising practices followed in September 2021, where it commissioned two different studies on the impact of advertising on gambling behavior and the media consumption habits of gamblers.

According to the ANJ, the successful convention and people's positive responses showed that many people are worried about the "unprecedented intensification" of sports betting advertising in the first half of 2021. which became overwhelming during Euro 2020, and safer gambling messages in these ads were "not very visible."

In its new guidelines, the ANJ will ban any ads that trivialize gambling and ones that contain exaggerated statements about winning or equate gambling as an improvement in social status or a paid work alternative.

Another guideline states that no operator should target or include minors or individuals aged 18 and below in their gambling ads.

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