“We won’t be able to escape it”warns Myriam Savy, director of communications and advocacy for the Addictions France association. THE « y »these are the advertisements of sports betting operators, expected to increase in number in 2026. In fact, they plan to increase their promotional investments by 25% this year.
Strategies « offensives » which can be explained by a calendar as dense as it is buoyant – with the Winter Olympic Games in Milan-Cortina (from February 6 to 22) and the men’s football World Cup, in the United States, Mexico and Canada (from June 11 to July 19) –, but also by the “heightened competition in the online market”wrote the National Gaming Authority (ANJ), responsible for controlling the sector, in a press release published Friday January 9.
Each year, operators are required to submit their advertising strategy for approval by the body, which can attach conditions or restrictions to its green light. This endorsed the promotional increase in the sector for 2026, while asking “for the first time” to all approved stakeholders of “not to exceed the overall budget announced” and of “limit any internal reallocation of expenditure”. In addition, the ANJ reserves the possibility of carrying out “specific control operations”. If the commitments are not respected, it may refer the matter to a specific, independent commission chaired by a magistrate, which will rule on a possible sanction.
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