ANJ Launches World Cup Betting Awareness Campaign
France’s gambling regulator, the Autorité Nationale des Jeux (ANJ), has launched a new awareness campaign focused on the risks linked to sports betting ahead of the FIFA World Cup, as expectations grow for record wagering activity during the tournament.
The regulator estimates that sports betting turnover in France could reach €1.2 billion during the competition, surpassing the nearly €900 million recorded during the 2022 World Cup. The anticipated rise in betting activity has increased concerns around gambling behaviour, particularly among younger adults.
Research conducted by Toluna-Harris Interactive in May showed that more than half of French adults intend to follow the tournament. Among viewers, betting participation is expected to remain especially strong in younger age groups, with 52% of viewers aged 18 to 24 and 54% of those aged 25 to 34 planning to place bets either online or through retail outlets.
The findings also suggest that many existing sports bettors expect to increase their spending during the tournament period.
The ANJ said concerns extend beyond betting volume and focus heavily on the risks associated with gambling-related harm. While most respondents acknowledged that sports betting can lead to addiction issues, a significant number of active bettors admitted experiencing difficulties controlling their gambling habits over the past year. Among bettors aged 18 to 24, two-thirds reported losing control of their gambling behaviour.
The survey also highlighted the wider social impact of gambling problems, with around 20% of respondents saying they personally know someone who has struggled with excessive gambling.
Advertising exposure remains another key issue for regulators. Television continues to be the most visible channel for gambling advertisements, followed by social media and online platforms. Public opinion within the study showed strong support for tighter advertising restrictions, including limiting gambling promotions during live sporting broadcasts.
As part of its latest campaign, the ANJ and creative agency LIBRE are introducing staged public installations designed to illustrate the consequences of gambling addiction. The displays recreate domestic living-room environments while actors portray situations linked to financial stress, anxiety and compulsive gambling behaviour.
The installations will feature warning-style messaging and direct the public toward Evalujeu, an online support platform offering gambling risk assessments and access to assistance services.
The regulator said the World Cup combines several high-risk elements, including increased match schedules, constant betting opportunities and widespread gambling marketing. In response, the ANJ plans to increase oversight of betting operators and broadcasters throughout the tournament while working alongside healthcare organisations and support networks.
