The ANJ had undertaken to better regulate these practices in view of the “strong and unprecedented advertising pressure from betting operators which accelerated in 2021”, in particular during the Euro football tournament in June and July, said explained its president Isabelle Falque-Pierrotin. It can ultimately pronounce sanctions in the event of a breach of the rules it sets.
Following an online consultation that brought together gambling operators, advertisers, health professionals, the educational community and the general public, the authority wanted to define clear rules, which will be “fully operational” on 1er September is before the FIFA World Cup in November-December. These are “flexible legal tools” adapted to a “very fragmented digital environment”, specifies Falque-Pierrotin.
The “guidelines” unveiled on Wednesday, which interpret the decree of November 4, 2020 on commercial communications related to gambling, are “flexible legal tools” adapted to a “very fragmented digital environment”, she said, assuring that the ANJ was “not the enemy of advertising, which allows the legal offer to be known”.
“We will have a monitoring committee: if it does not work, we will always have the legislative and regulatory response: but it would be a shame for the operators themselves”, estimates the president of the ANJ.
No influencers popular with minors
Thus, advertising is prohibited when “it incites excessive gambling”, “trivializes” or “values” it, according to the decree: for the ANJ this prohibits “scenes of excitement or emotion of disproportionate intensity” or which equate the game with an “feat”, bringing the player closer to “an extreme sportsman”.
Likewise, it cannot “suggest that gambling contributes to social success”, says the regulations, so gambling cannot be associated with “financial success”, “sentimental or sexual success”, “the admiration of others “, adds the ANJ. “External signs of wealth”, “luxury products” such as “sports cars, dream villas”, “private jet or yacht travel”, will be prohibited.
Advertising for the game must also not present it as an alternative to paid work, nor as a “solution to personal difficulties”, that is to say, “an escape to support a breakup , illness” or compensate for “repetitive and low-paying work”. As it cannot target children or adolescents, advertising will not use activities or cultural works popular with them.
The ANJ also makes recommendations aimed at reducing advertising pressure: for television and radio, it recommends a maximum of three communications per advertising break, all operators combined.
For websites and social networks, it also recommends a limit of “three commercial communications per day and per medium” and wants an “advertising moderator”, allowing the player to choose “the number, frequency and type of notifications” that will be sent to it, or set up on the applications or sites of gaming operators.
They will also have to ensure that their influencers and ambassadors have neither “a physical appearance suggesting that they are minors”, nor “strong popularity among minors”.
Finally, the ANJ wants a logo “prohibited for those under 18”, occupying at least 15% of the advertising format, to appear on the front of game media sold at tobacconists and that only players with a validated account have access to advertisements. in line.