French authorities have agreed to expand the supervisory framework of advertising duties for online gambling licences granted by the Autorité Nationale des Jeux (ANJ).
Pascal Chevremont, the new President of the ANJ, announced the signing of a new cooperation agreement after 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 of gambling advertising campaigns in France and their engagement with the general public.
The partnership sees the ARPP serve as the independent monitor of online gambling advertising campaigns, ensuring marketing and content align with the ANJ’s advertising charter rules.
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 assesses plans against ARPP guidelines.
JONUM duties added to pact
As of 2026 onwards, the pact will cover the objectives of JONUM, the new regulatory project of the ANJ for the “governance of online games with monetizable utilities”.
The JONUM project launched at the start of 2026 as a regulatory initiative to establish common rules for new verticals entering the French online gambling market, including blockchain elements, NFTs, and crypto-assets.
The Pact will now require reporting on the following JONUM provisions:
- 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.”
In 2026, the ANJ ordered all licensed operators not to exceed their declared promotional budgets and set strict limits on expenditure across marketing categories.
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