French Regulator Raises Concerns Over Gambling Marketing Tactics

The French National Gaming Authority, known as the ANJ, has voiced serious worries about the marketing tactics employed by Française des Jeux (FDJ), the lottery operator, and Pari Mutuel Urbain (PMU), the horse racing monopoly. These concerns were expressed in the ANJ’s inaugural annual assessment of operator promotions.

As the ANJ commences its first full year as France’s consolidated gambling regulator, it has emphasized its dedication to scrutinizing the marketing endeavors of licensed operators within its enforcement activities. The ANJ has particularly concentrated on what it classifies as “points of caution,” such as safeguarding minors and mitigating problem gambling. All operators are mandated to submit their marketing plans to the ANJ at the beginning of each year. The regulator subsequently examines each strategy and has stated that it can “exercise its authority” to counter potentially problematic actions. After reviewing the strategies of all 14 licensed private operators and the nation’s two state-owned monopolies (FDJ and PMU), the regulator identified certain areas of worry within the industry. The ANJ indicated that the targeting of young individuals in these strategies has “escalated,” with operators placing a greater emphasis on advertising on platforms geared towards teenagers, such as Snapchat and TikTok.

Furthermore, the ANJ highlighted that advertising expenditures rose by 26% in comparison to 2019, the most recent comparable year prior to the pandemic-impacted 2020, with the majority of spending concentrated on significant sporting events such as the European Football Championship and the Olympics.

The regulatory body also stated that there has been a rise in “positive inducements” for players through rewards or personalized marketing, which could potentially worsen gambling habits.

The ANJ subsequently identified two monopoly operators, expressing “grave concerns” regarding their advertising practices, particularly given that monopolies should only provide “moderate and strictly restricted” advertising.

The regulator further stated that it will “remain watchful” to ensure that these operators do not “utilize the pretext of public interest” to promote gambling.

Lastly, the regulator indicated that it will be “highly cautious” in 2021 to guarantee that minors and individuals with gambling problems are shielded from marketing.

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