France’s gambling regulator, the National Gaming Authority ANJ, has said it will watch betting companies more closely after they revealed plans to spend much more on advertising and bonuses in 2026.

The ANJ reviewed marketing plans from 17 online operators and the two monopoly firms, FDJ and PMU. The authority found that spending will rise sharply next year, mainly because of big sports events like the Winter Olympics and the football World Cup. The ANJ said it has seen a “sharp rise in planned marketing and bonus expenditure while simultaneously imposing tighter regulatory constraints.”

Total budgets jump by 25 percent

Gambling operators in France plan to spend a total of 785 million euros on promotion in 2026, the regulator said. This is 156 million euros more than they actually spent in 2025, meaning overall budgets are set to rise by about 25 percent in just one year.

Out of the total, 319 million euros will go to marketing, including adverts, sponsorships, and online campaigns. Another 466 million euros is planned for financial rewards and bonuses for customers.

The ANJ said operators explained the increase by pointing to an exceptionally dense sports calendar and tougher competition in the French online betting market. The regulator also reminded them that in 2025, spending was 8 percent below what was first planned, partly because of a new 15 percent tax on marketing that started in July.

World Cup drives summer marketing push

The regulator expects marketing budgets to rise by 28 percent in 2026. It said that June and July will account for more than one fifth of all marketing spending because of the football World Cup.

Online channels will still get the biggest share at 44 percent, but the ANJ noted that television ads and outdoor billboards in cities are starting to grow again.

The authority also said that sponsorships are becoming more popular, especially on TV and radio, because these deals give betting companies cheaper visibility than buying full advertising slots.

Bonuses under strict watch

Financial bonuses will rise by 23 percent, making up 60 percent of all promotional spending, while sports sponsorships are expected to grow by 14 percent, reflecting operators’ focus on both rewards and visibility.

The ANJ approved the plans but set strict rules. Operators must stick to their budgets and limit moving money between areas. Some were told to cut marketing, social media, or retention bonuses to ensure compliance with the regulator’s guidelines.

Working with the French Advertising Standards Authority, the regulator will monitor adverts closely during the World Cup and may introduce stricter rules, including bans on live sports ads, tighter sponsorship controls, and better protection for young adults aged 18 to 25 in the future.