French authorities have agreed to expand the supervisory framework of advertising duties of online gambling licences granted by the Autorité Nationale des Jeux (ANJ).
The signing of a new cooperation agreement was announced yesterday by Pascal Chevremont, the new President of the ANJ, following a meeting with Christine Albanel, President of the Autorité de Régulation Professionnelle de la Publicité (ARPP), France’s independent advertising control body.
The two organisations have worked in partnership since 2023, entering their first ‘cooperative pact’ to ensure the supervision gambling advertising campaigns in France, and their engagement with the general public.
The partnership sees the AARP serve as the independent monitor of online gambling advertising campaigns, to ensure marketing and content align with rules applied by the advertising charter of the ANJ.
The charter requires online gambling licence holders to submit advertising and marketing campaign plans six months in advance for review and approval by the ANJ. The regulator assess plans against the guidelines of the ARPP.
The ANJ maintains the principal guidance that “subject to confidentiality requirements, the organisation may consult the ANJ and request its opinion when questions arise over whether a campaign complies with French gambling laws and advertising standards.”
JONUM duties added to pact
The renewed pact retains the above information-sharing and consultation arrangements whilst expanding the scope of duties and campaign responsibilities.
As of 2026 onwards, the pact will cover the objectxxxives of JONUM, the new regulatory project of the ANJ for the “governance of online games with monetizable utilities”.
The JONUM project was launched at the start of 2026 as a regulatory project to establish common rules on new verticals entering the French online gambling market be it blockchain elements, NFTs, or crypto-assets.
The Pact will now require reporting on the below JONUM provisions of :
- ANJ involvement in strengthening the gambling component of ARPP’s Responsible Commercial Influence Certificate.
- ARPP participation in the ANJ’s review of the voluntary advertising charters covering television, radio, outdoor advertising and digital media.
- Continued information sharing concerning proposed gambling campaigns.
The charters supplemented the ANJ’s 2022 advertising guidelines, which prohibit campaigns that present gambling as a route to financial security, social success or an alternative to employment. Advertising must not trivialise gambling, exaggerate a player’s prospects of winning or use personalities and imagery that appeal particularly strongly to minors.
Key duties are maintained by the ANJ as “licensed operators must submit their annual promotional strategies for regulatory approval” allowing the authority to review content, messaging and promotions “covering advertising expenditure, bonuses, social-media campaigns and sponsorship activity.”
2026 proceedings saw the ANJ order all licensed operators not to exceed their declared promotional budgets and placed strict limits on expenditure between marketing categories.
Pascal call on advertising future
The cooperative framework governing gambling advertising was co-designed under the tenure former ANJ President Isabelle Falque-Pierrotin, who defended the approach against critics calling for France to introduce a blanket ban on gambling advertising.
Having assumed leadership of the ANJ in June, Pascal Chèvremont acknowledged growing public concern over exposure to gambling advertising. The new President will assess data collected by the ANJ before deciding whether to conduct a comprehensive review of France’s existing advertising laws, practices and guidelines.