French regulator warns operators over World Cup betting risks

France’s gambling regulator has warned licensed sports betting operators over advertising and marketing conduct ahead of the 2026 FIFA World Cup, with betting activity expected to exceed previous tournament levels. Autorité Nationale des Jeux has reviewed the World Cup advertising plans of 18 licensed online sportsbooks as part of its preparations for the tournament, which runs from June 11 to July 19. The regulator expects the World Cup to generate heavy engagement across television, digital media and betting platforms, with France entering the tournament among the favourites. ANJ said total betting stakes could reach €1.2bn (US$1.3bn), depending on the progress of the French national team. French bettors wagered €900m (US$980m) during the 2022 World Cup in Qatar. The warning comes after ANJ research identified signs of stronger betting appetite among French consumers. The regulator said 30 percent of French bettors expect to spend more money than in previous tournaments, compared with 19 percent in 2022. Matches involving France are expected to generate the highest level of betting interest, followed by major knockout fixtures. ANJ has also launched a new public awareness campaign, Zone à Risques, to highlight the risks of excessive sports betting during major sporting events. Created by agency LIBRE, the campaign uses the yellow legal warning banner found on gambling advertisements as a visual danger zone, showing how bettors can become caught in cycles of chasing losses and increasing stakes. The campaign is one of the final public interventions by ANJ president Isabelle Falque-Pierrotin, whose six-year mandate ends on June 15. “As this World Cup approaches, we are entering a risk zone with several warning lights flashing red for the regulator,” Falque-Pierrotin said. She cited the greater number of matches, increased advertising and betting opportunities, and a rising contribution from excessive gamblers to operator revenues. The French government has nominated Pascal Chevremont to succeed Falque-Pierrotin as ANJ president. His appointment is expected to be formally ratified by President Emmanuel Macron following parliamentary review. Chevremont will inherit a regulatory agenda focused on player protection, advertising oversight and data-led monitoring of gambling harm. ANJ is developing a behavioural algorithm designed to identify excessive gambling patterns across licensed operators, with deployment targeted by the end of 2026. For French operators, the World Cup will be a major commercial opportunity. For the regulator, it will be a test of whether licensed sportsbooks can manage increased betting demand while meeting tighter expectations on advertising, player protection and risk monitoring.