France Adds NFT and Token Games to ANJ–ARPP Ad Agreement

The two organizations have worked together on gambling advertising since 2023. Their renewed agreement now includes jeux à objets numériques monétisables (JONUM), a separate category of games in which players can obtain digital items with resale value.

The deal was signed by ANJ President Pascal Chevremont and ARPP President Christine Albanel.

Ad Reviews Can Now Cover JONUM Promotions

The process itself has not changed much. ARPP advises gambling companies on advertising materials before publication. If it has doubts about a campaign’s compliance, it can consult ANJ while keeping the submitted materials confidential.

That arrangement has already been used several times since 2023, according to the ARPP announcement. Bringing JONUM into the agreement means the same consultation channel now covers a category that was not included in the original partnership.

The announcement does not introduce mandatory ANJ approval for every JONUM advertisement.

JONUM Already Has Its Own Advertising Restrictions

France’s experimental JONUM framework took effect on February 7, 2026. It applies to qualifying online games involving financial participation, an element of chance and digital objects that can be sold to third parties.

Operators must declare their games to ANJ before offering them in France. The framework remains separate from conventional gambling regulation, and players cannot receive direct winnings in euros.

The regulator’s JONUM guidance already prohibits commercial communications aimed at minors and players covered by applicable self-exclusion measures. ANJ can also order the removal of advertising that encourages excessive play or targets minors.

One distinction matters for advertisers: receiving an ANJ declaration receipt is not a guarantee that a game’s operation or marketing complies with every applicable rule. The receipt confirms that the submitted file is complete.

Earlier this year, 15M also covered France’s proposed JONUM reporting framework, which deals with operator data rather than advertising.

ANJ to Help Rework Influencer Training

ARPP’s Responsible Commercial Influence Certificate already has a section dealing with gambling ads. ANJ will help strengthen it. The October 7 announcement doesn’t say what will be added to the course or when the revised material will be ready. There is no mention of existing certificate holders having to take it again, either.

The two organizations also have some unfinished work involving four advertising charters signed in November 2022. One covers television, another radio, with separate documents for outdoor and digital advertising. ANJ wants to review them, and ARPP will be involved in the discussions. No proposed changes were published alongside the new agreement. There is no implementation date yet.