Overview
- The 2026 FIFA World Cup began on June 10 and regulators say the tournament comes at a peak-risk moment because operators are intensifying marketing across TV and digital channels.
- The Autorité nationale des jeux (ANJ) reports about 15% of bettors show excessive play and that operators will spend €785 million on advertising this year, a rise of 25 percent with roughly half the spend online.
- Health agency staff and unions say a Santé publique France prevention campaign timed for the tournament was blocked by government services and was not redistributed before kickoff.
- Broadcasters M6 and beIN Sports and the industry group AFJEL pledged to stop ads during match 'pauses fraîcheur' but have not agreed to restrict influencer promotions, push notifications, bonuses or sponsorship visibility.
- Advocates and some lawmakers are pushing for legal limits on advertising windows, influencer marketing and sponsorships while flagging a proposed ANJ leadership pick as a potential conflict of interest.