France’s gambling regulator is warning licensed sportsbooks about World Cup advertising and other marketing campaigns. The regulators want those actions to stay under control as betting activities are expected to reach record levels on the 2026 FIFA World Cup.
The Autorité Nationale des Jeux (ANJ) believes that total betting stakes can surpass the €900 million wagered during the 2022 tournament, and each up to €1.2 billion.
Before the tournament, the regulator reviewed the marketing plans of 18 licensed online betting operators to make sure promotions obey the gambling requirements and do not support excessive betting.
New research about French consumers has been shown alongside the warning. According to the ANJ, 30% of bettors expect to spend more on World Cup betting than previously. The number of those people is up from 19% during the 2022 event.
In response to this, the regulators have created a public awareness campaign called Zone à Risques or Risk Zones. It highlights the dangers of excessive gambling during such sporting events.
ANJ President Isabelle Falque-Pierrotin notes that the World Cup holds warning signs for regulators about the large number of matches, excessive gambling, and other promotional opportunities.
There is also a rising concern for younger consumers.
The World Cup 2026 is Falque-Pierrotin’s final initiative before ending her 6-year term on June 15. The French government has selected senior Treasury official Pascal Chevremont to replace her as the next regulator.
Chevremont will continue the ANJ’s work on consumer protection and gambling harm. One of the key projects developed by the regulator is the monitoring algorithm to identify excessive gambling in all licensed platforms.
The system was launched early this year and will be developed by the end of 2026. It will become Europe’s most advanced gambling harm monitoring tool.