The French gambling regulator has launched a new responsible gaming campaign as it braces for up to €1bn in bets on Euro 2024.
L’Autorité Nationale des Jeux said the campaign aims to “make an impression” by “bringing to life the legal notices which appear on advertisements for gambling and which few people really look at.”
The campaign will feature the message: “2 lines at the bottom of an ad will never be enough to tell the story of the spiral of addiction to sports betting.”
The ANJ said that after €700m in bets was wagered in Euro 2021, increasing to €900m for the 2022 World Cup, it said the €1bn mark “could be reached” in the upcoming tournament, noting that the fate of the French team will “nevertheless be decisive.”
The regulator said 55 per cent of French people plan to follow Euro 2024. If more than half of that cohort bet on the tournament, it said, that would mean 35 per cent would place wagers on matches – with 44 per cent of those aged under 35.
The campaign will include a digital display campaign facilitated by JCDecaux and Metrobus as well as a social ads campaign on Snapchat.
The messaging will also appear on radio stations and in advertising on French sports news website SO FOOT.
ANJ president Isabelle Falque-Pierrotin said the campaign “aims to make people understand that legal notices on advertisements are not only a legal obligation but that they contain stories of players' lives, testimonials on the risks linked to excessive gambling such as those we receive every day at the ANJ.”
She added: “Since the excesses of the Euros in 2021, gambling operators have become aware of their responsibilities in the fight against excessive gambling and have adjusted their practices.
“This positive dynamic must continue during the Euro and the Olympic Games and the ANJ will be vigilant on the actual practices of each.”
