French regulator demands operators slash marketing budgets in 2025
The National Gaming Authority wants the country’s largest operators to make concessions in a year without “major sporting events” to better protect consumers in France
France’s gambling regulator, the National Gaming Authority (ANJ), has called for operators within the market to reduce planned promotional spending for 2025 to avoid “risk of overexposure” to ads.
The regulator carried out a detailed analysis of the 2025 promotional strategies presented by France’s 16 licensed operators, as well as the companies operating under exclusive rights deals in the shape of La Française des Jeux (FDJ) and PMU.
The ANJ found total promotional spend would increase 11% in the new year, in addition to a projected 12% increase in marketing expenses and a 23% rise in sporting sponsorships.
The research also showed companies were intending to increase spending on digital media by 45%, while upping spending on bonuses by 11%.
The projected increases are planned despite there being no “major sporting events” in 2025, according to the regulator.
This year will see the Women’s Euros held in Switzerland in July, the new FIFA Club World Cup and the African Cup of Nations all take place.
The regulator said 2024’s summer of sport, including Euro 2024 and the Paris Olympics, resulted in a 13% jump in the number of online accounts, with operators viewing 2025 as a year to “consolidate their player base[s]”.
In response, the ANJ has called on the country’s four largest operators to reduce their marketing spending for 2025 as they are “already well established [in] the market”.
The new marketing plans should be submitted to the ANJ by 17 February, addressing each company’s budget allocated towards advertising, sponsorships and bonuses.
The ANJ is calling for operators to exercise moderation when arranging sporting partnerships, citing concerns over the resulting exposure of ads to at-risk consumers and minors.
The regulator has also told companies to systematically exclude players who have been flagged as high risk for gambling-related harm from any marketing communications.
Operators have been warned to pay particularly close attention to promotional materials concerning the most addictive offers, such as fast poker tournaments.
Similar interventions from the ANJ last year saw total marketing spend come in 8% lower than forecasted, a 3% decline in bonuses and firms engaging influencers that did not hold appeal to teenagers.
An ANJ statement said: “The National Gaming Authority board has examined the 2025 promotional strategies of gambling and gaming operators.
“These strategies mark a significant increase of 11% in promotional budgets while 2025 will not host any major sporting events as was the case in 2024.
“To prevent any risk of overexposure to advertising and the development of excessive gambling practices, the ANJ has issued demanding instructions to the stakeholders concerned.
“It has thus asked the four largest players in the market to review their promotional investments downwards.”