As the 2026 World Cup approaches, the National Gaming Authority (ANJ) of France has raised concerns regarding the anticipated increase in sports betting advertisements. In a press release issued on February 13, 2026, the ANJ reported that promotional budgets for gambling operators are set to rise by over 25% in the lead-up to the tournament, which will take place from June 11 to July 19, 2026. The regulator is urging all stakeholders, including broadcasters, operators and legislators, to mitigate advertising pressures surrounding this significant global event.
The 2026 World Cup will feature 104 matches, with 48 teams competing across 16 cities in the United States, Canada, and Mexico. The ANJ’s concern stems from the substantial increase in promotional spending by sports betting operators, which they believe could exacerbate issues related to gambling addiction. Notably, a report from 2023 indicated that 15.3% of sports bettors in France exhibit problematic gambling behaviors.
FIFA’s Hydration Breaks and Advertising Opportunities
The introduction of hydration breaks during matches has further intensified the discussion around advertising. FIFA announced that each half of the match will include a three-minute hydration break, allowing players to rehydrate regardless of weather conditions. This decision, made on December 7, 2025, aims to prioritize player welfare but also presents a lucrative opportunity for advertisers.
David Larramendy, president of the M6 group—France’s primary broadcaster for the World Cup—has confirmed that one minute of advertising will be available during these breaks. This practice mirrors the advertising models used in North American sports, potentially granting advertisers unprecedented access to the live audience during key moments of the game.
ANJ’s Call for Restraint
In response to the rising promotional budgets, the ANJ has unequivocally called on operators to adhere to the budgets they have announced. This directive applies to all forms of media, including television, billboards, and digital platforms, as well as to financial incentives such as bonuses, which have already accounted for 60% of the promotional budgets, marking a 23% increase from the previous year. The regulator is particularly concerned about the introduction of additional two-minute advertising breaks during each match, which may pose risks to vulnerable segments of the betting population, especially young adults.
The Role of Broadcasters and Industry Standards
In a positive development, M6 has announced that it will not market the new refreshment breaks to gambling advertisers, a decision confirmed by industry sources. This move is in line with the charters of good conduct established since 2022 by ARCOM, ANJ, and ARPP. The ANJ has acknowledged this gesture but emphasizes that all broadcasters and operators must demonstrate moderation in promoting these new advertising opportunities.
the ANJ reiterated the necessity for compliance with existing laws that prohibit advertising for illegal gambling offers, particularly for online casinos, which remain banned in France. Despite this ban, advertisements for such services continue to surface on various platforms ahead of major sporting events.
Lessons from Previous Tournaments
Reflecting on the 2022 World Cup in Qatar, the ANJ noted that online sports betting in France reached record levels, with a total of €597 million wagered and €70 million in gross gaming revenue. This marked a 56% increase compared to the 2018 World Cup. The final match between France and Argentina alone generated over €50 million in bets, highlighting the increasing engagement of younger bettors, particularly those aged 18-24, who represented 53% of new accounts opened during the event.
These trends have raised alarms about the normalization of gambling advertising, prompting the ANJ to call for more stringent regulations. The regulator points to a study indicating that over half of adults in France engaged in some form of gambling activity in 2023, with a notable rise in risky practices among bettors.
What Lies Ahead for Gambling Regulation
Looking ahead to the 2026 World Cup, which promises to be the largest in history, the ANJ is advocating for the implementation of a “whistle to whistle” ban on gambling advertising, similar to measures in the United Kingdom that have reportedly reduced exposure to gambling ads among minors by 97%. This ban would prohibit gambling advertisements five minutes before, during, and five minutes after a sporting event.
As the tournament draws closer, the ANJ’s regulatory framework will be put to the test, balancing the interests of the gambling industry with the protection of vulnerable populations. The upcoming World Cup is anticipated to be a pivotal moment for gambling regulation in France, and the ANJ’s proactive measures may set important precedents for future sporting events.
As we approach this highly anticipated tournament, discussions around gambling advertising will likely intensify. Stakeholders are encouraged to engage in dialogue about responsible gambling practices and the potential impacts of increased advertising exposure. Share your thoughts and insights on this evolving landscape in the comments below.
