In its latest analysis of operators’ marketing strategies for 2026, ANJ has observed an increase in promotional efforts compared to 2025. In its decision on January 9, the regulator approved operators’ marketing strategies for 2026 but under strict conditions.
Among the restrictions was a new one: operators aren’t allowed to exceed the budget declared in their 2026 marketing strategies and must strictly limit moving funds between budget categories.
Why the Regulator Is Sounding the Alarm
Key figures the ANJ flagged for 2026 include:
- €785m total planned promotional spend (an increase of €156 million or 25% from the 2025 figure);
- €319m in marketing spend (a 28% increase), about 40% of the total;
- €466m in player incentives or bonuses (a 23% growth), about 60% of the total;
- June and July (the World Cup window) are viewed as soaking up around 21% of the marketing budget for the year;
- Digital is again in the lead, taking up 44% of the marketing budget, even as TV and urban outdoor advertising are making a comeback.
It’s also been noted that the expenditure in 2025 was lower than initially anticipated (by around 8%). This is attributed to the 15% marketing tax that took effect from July 2025.
Hydration Breaks Create New Inventory — Some Broadcasters Say No
The second big lever is the ad supply on match day. The 2026 World Cup matches will feature mandatory three-minute-long hydration breaks in each half, with the aim of ensuring the welfare of the players on the pitch.
The ANJ has held discussions on the new “break” slots with ADMTV (the group that represents TV and streaming ad sales houses). ADMTV has informed the regulator that one of the big TV groups has decided not to sell hydration-break inventory to gambling advertisers. That broadcaster has also decided to adhere to the codes of conduct and recommendations set out by ARCOM, ANJ, and ARPP after 2022.
Reminder: Ads Must Not Promote Illegal Offers
In addition to budget control issues, the ANJ also took the opportunity to remind the industry of enforcement basics. The regulator expects the media outlets to respect the rules that prohibit the promotion of illegal gaming activities (such as online casino play, which is currently banned in the French regulated market).
France’s advertising self-regulatory code states that gambling advertising targeting the French public may only be carried out by operators authorized in the market, and only for the products that are deemed legal. The ANJ guidelines also describe “responsible” advertising that helps in differentiating between legal and illegal offers for consumers.
Takeaways for Operators and Broadcasters
In the near term, operators need to consider how they stay on the right side of compliance. The ANJ has already established 2026 budgets as hard caps and hinted at the prospect of targeted controls if they start to stray off course.
What hydration break inventory might mean for broadcasters and ad sellers is a new test in grey areas. While they may be available for booking, the regulator is encouraging broadcasters and advertisers to take a more restrictive approach in screening for illegal advertisers.
