ANJ Orders Top Operators to Cut Promotional Budgets in 2025

The French gambling regulator (ANJ) has ordered the country’s largest gambling operators to slash promotional spending.

After reviewing strategies from 16 operators, ANJ found a €695 million surge in marketing and bonus promotions in 2023.

These reductions aim to address concerns around excessive gambling, financial rewards, and sports sponsorships, particularly ahead of major 2024 events.

Discover how ANJ’s new mandate will reshape France’s online gambling market and what it means for operators and players.

ANJ Mandates France’s Top Gambling Operators to Reduce Promotional Budgets in 2024

Key Points:

1. ANJ demands France’s top four gambling operators reduce promotional budgets, especially in financial rewards and sponsorships.
2. Total promotional spending surged by 11% to €695 million, driven by rising advertising costs and increased sports sponsorships.
3. Operators must submit detailed budget reduction plans to ANJ by February 17, 2024, prioritizing responsible gambling measures.

ANJ Orders Budget Cuts Amid Surging Gambling Promotions in France

The French National Gambling Authority (ANJ) has issued a firm directive requiring the country’s four largest online gambling operators to reduce their promotional budgets in 2024. This decision follows an extensive review of promotional strategies submitted by 16 licensed operators and two exclusive rights holders, FDJ and PMU.

Soaring Promotional Budgets Under Scrutiny

The ANJ’s analysis revealed an 11% year-on-year increase in promotional spending, pushing the total to a staggering €695 million. This figure encompasses both marketing expenses and bonus-driven promotions.

• Marketing budgets alone rose by 12%, partly due to a 5% inflation in advertising costs.
• Digital media remains the dominant channel, absorbing 45% of total spending, while traditional media accounts for 32%.
• Financial rewards, including bonuses, grew by 11%, representing 58.5% of the total promotional budget.
• Sports sponsorship spending surged by 23%, signaling a growing reliance on high-profile partnerships.

These figures reflect an aggressive promotional landscape, raising concerns about its influence on vulnerable gamblers and the risk of problematic gambling behaviors.

ANJ’s Mandate: Conditions for Promotional Budget Cuts

While ANJ approved the promotional strategies of most operators, it imposed strict conditions on the top four operators, who account for 85% of total promotional spending.

Key conditions include:

1. Reducing budgets across financial retention rewards, advertising, and sponsorships, tailored to each operator’s profile.
2. Eliminating promotional communications targeting identified excessive gamblers.
3. Implementing caution in formats prone to excessive gambling, such as fast poker tournaments.

Operators are required to submit detailed budget reduction plans to ANJ by February 17, 2024. Failure to meet these requirements may result in regulatory action or financial penalties.

Sports Sponsorship and Problem Gambling Concerns

The 2024 sporting calendar, including the Euro football championship and the Paris Olympic Games, is expected to drive increased gambling activity. The ANJ’s directive emphasizes moderation in sports sponsorships to mitigate their appeal to underage and problem gamblers.

Sports sponsorship spending increased by 23%, contributing significantly to overall promotional costs. ANJ stresses that operators must strike a balance between visibility and responsible advertising practices.

In addition, operators are urged to prioritize:

• Advanced targeting strategies to reduce exposure to at-risk players.
• Cross-selling initiatives that ensure marketing remains within responsible limits.

A Strategic Shift for the French Gambling Market

ANJ’s decision comes as a response to increasing concerns about problem gambling, especially among younger audiences and vulnerable players. The regulator’s proactive stance underscores the importance of sustainable promotional strategies that balance growth objectives with player protection.

Operators now face the challenge of aligning their promotional plans with ANJ’s requirements while maintaining market competitiveness.

ANJ’s spokesperson emphasized:

“Operators must prioritize responsibility and transparency in their promotional activities, ensuring vulnerable players are not exposed to undue risk.”

The Road Ahead: Operator Compliance and Player Protection

The mandate is not merely about cutting budgets but about shaping a safer gambling ecosystem. As the industry prepares for major sporting events in 2024, operators must adopt:

1. Stricter oversight on marketing campaigns.
2. Enhanced tools for identifying and excluding excessive gamblers.
3. Responsible sponsorship practices to minimize exposure to at-risk demographics.

A Balanced Approach to Gambling Promotions in France

The ANJ’s directive represents a decisive step towards a more responsible gambling landscape in France. By demanding reductions in promotional spending, financial rewards, and sponsorship initiatives, the regulator aims to protect vulnerable players while ensuring industry sustainability.

Operators must now demonstrate compliance and adaptability by submitting their budget reduction plans by February 17, 2024. With major events like the 2024 Paris Olympics on the horizon, balancing visibility with responsibility will be crucial.

As the French gambling sector adapts to these changes, player protection, transparency, and accountability will remain at the heart of the industry’s evolution.