The 2026 World Cup has transformed the French debate on sports betting from a tax problem into one involving public health. Fédération Addiction has asked the French government to strengthen regulations before betting activity peaks. The group says it does not oppose sports betting, but wants tighter public-health safeguards around its growth.
The critical point here is the timing of the call. During the 2022 World Cup, online sports betting stakes in France reached almost €600m, representing a 56% increase compared with the previous edition.
Ads, Bonuses and Sponsorships Face Cuts
The proposed package comprises 15 measures. The most obvious would affect how betting brands are presented within the world of sport.
The Fédération Addiction calls for a “whistle-to-whistle” ban on betting advertising on televised sport, from the start of the pre-match build-up to the end of the match. It also wants the bonuses that push users to stake again or raise bet sizes to be banned.
Sport sponsorship and promotion of betting through sports personalities are among other measures. According to the organization, operators need to stop sponsoring teams, competitions, or events. Additionally, the organization calls for athletes, coaches, consultants, commentators, and other sports figures to be barred from promoting betting.
The logic is clear. Betting has become an integral part of the match-day experience. Some fans view a bet on their favorite team as an important aspect of their support. Addiction experts warn that it poses a particular danger for young men, including those from lower-income communities.
Player Risk Data Adds Weight
The move is supported by numbers from the country’s regulator Autorité Nationale des Jeux. ANJ’s 2026 analysis identified about 600,000 account-based players at high risk of excessive gambling. This group accounted for just 8.7% of the account players but produced €1.2 billion in gross gaming revenue in the second half of 2025, which was 60% of the total figure.
For the regulator, the data shows a gap between detection and actual risk. ANJ said operators identified 89,000 excessive players in 2025, far below the 600,000 flagged by its own model.
The Fédération Addiction is calling for a common player ID, clearer notifications on losses and time spent on gaming, as well as mandatory detection systems and tougher sanctions for misleading advertising and targeting vulnerable customers.
A Tough Market Still Draws Brands
France is already one of Europe’s tougher betting markets for operators. Online sports betting carries public levies equal to 59.3% of GGR, while point-of-sale sports betting is taxed at 42.1% of GGR. Nevertheless, the presence of large companies indicates that the tough tax regime has not removed the market’s commercial appeal.
The policy signal is clear. France may be reaching the limit of tax-led gambling control. If a small high-risk group keeps driving a large share of revenue, advertising rules could become the next battleground. The World Cup gives the issue urgency, but the pressure will likely remain after the final whistle.
