The 2026 FIFA World Cup has brought a surge in sports betting activity across France, placing renewed attention on gambling advertising and player protection. As operators increase marketing efforts during the tournament, lawmakers are preparing to examine legislation that could prohibit betting advertisements during live matches.
The proposal is scheduled for review by the National Assembly on June 29, shortly after Pascal Chèvremont assumed leadership of the French National Gambling Authority (ANJ) on June 18. His appointment comes as the regulator faces growing concerns over gambling participation and illegal betting activity.
World Cup Spurs Betting Growth
Advertising linked to online betting has become widespread since the tournament began. Operators increased their marketing budgets by 25% ahead of the World Cup, anticipating strong consumer demand.
Research conducted by Toluna-Harris Interactive for the ANJ estimated that wagers placed during the competition could reach €1.2 billion in France, up from €900 million during the 2022 World Cup. The study also found that 54% of World Cup bettors are under 35 years old.
The ANJ has increased its focus on gambling-related harm. In March 2025, the regulator fined Unibet €800,000 after determining that the company failed to provide sufficient support to a customer experiencing gambling addiction.
The authority also developed a monitoring tool to identify problematic gambling behaviour. According to the regulator, around 300,000 bettors displayed “a strong likelihood of having lost control over their gambling” during the second half of 2025.
Outgoing ANJ president Isabelle Falque-Pierrotin linked the expansion of gambling participation to its visibility in the media. “Advertising makes people dream and gives a very positive image of gambling,” she said. “That’s what has enabled it to move from being an exception to becoming an everyday consumer product.”
New ANJ Leader Signals Firm Approach
During his confirmation hearing, Chèvremont indicated that player protection and enforcement would remain key priorities.
“The gambling sector is rife with contradictions,” Chevremont told the committee during his confirmation hearing.
“The internal security code establishes the principle of a ban on activities, and yet they are practiced by one in two French people of gambling age, i.e. 22 million of our fellow citizens.
“A significant proportion of them are practiced illegally. The primary directive of the framework as it is established is to protect players, and yet studies show a significant number of players are minors or have become addicted to gambling.”
Industry figures cited during the discussions showed that visits to illegal betting sites in France rose 35% between 2020 and 2025, reaching 5.4 million consumers.
Public Health Remains Central
France’s gambling sector generates about €14 billion annually in gross gaming revenue, with online gambling driving much of its recent growth.
Chèvremont said the industry’s expansion must be viewed alongside public health concerns.
“This is a sector that is growing overall, and yet the public health objective of preventing excessive gambling leads us to consider this growth within limits that have not been defined,” he said.
He also described the need for a “committed and dynamic authority” as he begins his six-year term leading the ANJ.
Source:
“Online betting ads are everywhere during the World Cup, but a law could soon ban them during matches”, lemonade.fr, Jun 19, 2026
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