The World Cup in Qatar is scheduled to take place from 20 November to 18 December. Charters have been implemented to regulate and control advertising during the tournament, specifically for television, radio, billboards, and digital platforms. These charters were developed following a public consultation in September 2021, which aimed to address the abundance of gambling advertisements during the Euro 2020 Championship in France. The consultation resulted in a two-part plan that focused on providing guidelines for commercial content and reducing the volume of advertising.
The charters consist of four parts, two of which are revised versions of existing charters for television and radio. Previously, operators were allowed to broadcast four gambling advertisements per ad break, but this has now been reduced to three. Additionally, a new display charter has been introduced. Operators and advertisers who sign up for this charter agree not to advertise gambling near schools and addiction care centers, and also commit to reducing advertising at train and metro stations. Existing advertisements will be replaced with ANJ-supported responsible gambling ads.
The final charter, known as the responsible digital advertising agreement, applies to all operators in France and members of the Digital Alliance. This agreement aims to enhance control over how operators advertise on social networks, websites, and apps, as well as dictate the use of influencers and ambassadors. It also prohibits direct advertising of gambling to minors and vulnerable individuals.
Isabelle Falque-Pierrotin, the president of ANJ, stated, “Following Euro 2020, the ANJ initiated an ambitious action plan to regulate the content of gambling advertisements and the advertising pressure on audiences. The signing of these charters just before the World Cup is a strong indication from all stakeholders involved to promote responsible advertising. This upcoming period is crucial as it will allow everyone to ensure that advertising in the gambling sector has changed and that the commitments made are upheld.”
