French Gambling Regulator Calls for Ad Reduction
The gambling regulator in France is calling for operators to lower the number of advertisements on offer after heavy marketing during Euros.
When it comes to gambling advertising, operators have to adhere to strict regulations based on their location. Each country has its own standards and restrictions in place for player protections. When these regulations are not met, officials will call operators out, even enacting fines or other more restrictions due to the behavior of iGaming providers. In France, the local gaming regulator is not happy with the ads during the EUFA European Championship 2020 and is now stating that the volume of ads has to be lowered.
Too Many Ads
L’Autorité Nationale des Jeux (ANJ), the gambling regulator in France, recently reviewed the betting practices during the championship. The regulator found that operators crossed a line when they produced far too many ads than were acceptable.
ANJ spoke with several sports betting operators to provide insight into its review of marketing practices. During the tournament, several practices came into question, including operators targeting young people with advertising as well as an excess of ads.
On July 20, two messages were provided to operators by ANJ. One was focused on the high number of advertising campaigns posted during the tournament. The other discussed the marketing communications used that would entice young people to try and post bets.
The regulator said that a line was cross when it comes to advertising pressure as the competition took place and will lead to questions about the regulatory model that will be in place for the next decade. ANJ said that advertising pressure needs to be reduced immediately and drastically.
Operators must now complete a mid-term review of promotional campaigns. If campaigns are ran in non-compliance, then the operator will face sanctions from the regulator. Operators that were part of the review program said they will alter plans regarding marketing tactics to improve player safety.
Over the past few years, emphasis has been placed on excessive gambling and helping players to avoid problems in the future. On way to combat problem gambling is to lower the amount of advertising online as well as via radio and television. Various regulators around the world have put new restrictions in place, including limiting operators as to what they can advertise as well as when.
For ANJ, a seminar will be hosted in September to discuss gambling addiction. The seminar will include experts and there is a goal to agree on a set definition for excessive gambling. A consultation will begin in 2022 between ANJ and operators to discuss advertising. New intervention measures may be added if needed at that time.
With the Euros, it provided useful information, highlighting the problematic practices regarding advertising. ANJ was able to identify the issues and expect changes moving forward. The overall goal is to protect players and to lower the ads on offer to avoid major gambling problems and eliminate influence among the younger generations.
How big a role does advertising play when it comes to sports betting and online gambling? It is unclear if there is a major connection, but for the Euros, 434 million wagers were placed online during the series. Was the large amount due to the influx of advertisements by operators? Or were fans just so excited for the live series that they wanted to be involved?
It will be interesting to see what changes lie ahead when it comes to advertising in France and if regulators make plans to introduce any sanctions against operators or add additional restrictions to try and stop this from happening again.