At the center of the draft decree is the requirement for all ads to feature a warning message about excessive or pathological gambling when playing online. This message should also include information about available help for individuals suffering from gambling-related harm, such as Joueur Info accessible online and by phone.
The decree also specifies that the warning message should cover at least 15% of an online advert to ensure proper readability. For cinema and poster adverts, the requirement is reduced to 7%. Additionally, online adverts must include a five-second “packshot” displaying the message at the end of the video, which consumers cannot skip. The messaging should appear in black writing on a yellow background to enhance visibility.
The deadline for integrating messaging into online advertisements is set at 30 days after implementation of the rules.
The decree references a study by the French Public Health Agency, which found that 73% of gamblers considered the prevention messages in adverts to be a useful warning of gambling addiction. Furthermore, the number of moderate-risk gamblers between 2014 and 2019 stabilized at approximately one million, but the number of people experiencing excessive problems increased significantly from 200,000 in 2014 to 370,000.
The decree recognizes that previous health messages on adverts have become less effective and need to be adapted in content and display. It also acknowledges the upward trend of excessive gambling practices and the development of advertising and promotional strategies in the competitive online gambling market.
The decree is part of the French authorities’ ongoing efforts to prevent gambling harm and protect consumers. Earlier this month, the regulator l’Autorité Nationale des Jeux (ANJ) announced a prohibition on using an athlete’s image in gambling communications.
The ANJ has also issued new regulations for gambling sponsorships in sports teams, including recommendations to strengthen the regulation of these practices. This includes a ban on role models. Furthermore, the ANJ will prohibit sports organizations and athletes from entering contracts with brands operating illegally in France.
In 2021, the ANJ pledged to crack down on gambling advertising due to over-saturation. It has enforced new guidelines and issued recommendations to licensees, banning ads that trivialize gambling and contain unfounded statements on chances of winning or equate gambling with social status. The ANJ proposed limits on the number of gambling ads per advertising slot on television, radio, and online platforms.
The ANJ’s actions have prompted some operators and advertisers to sign charters to reduce the number of ads broadcasted per break. The ANJ has also proposed banning bonuses for excessive gamblers and setting a limit of €100 for welcome bonuses.
