France's gambling regulator L'Autorité Nationale des Jeux (ANJ has published changes to the country's gambling advertising guidelines and recommendations after a slew of complaints about the number of gambling ads that are being run.
The new rules will see ads be checked to ensure that content doesn't trivialize gambling, contain unfounded statements that suggest gambling can help improve social status, or show unrealistic chances of winning. If they do, the ads will be banned. Betting operators will also be limited to three channels of advertising per day, such as app marketing, social media, or search engine. Suggestions to enforce this on TV and radio are also being recommended.
Reports from operators planning ad campaigns must also be submitted.
There was a slew of complaints after last year's UEFA 2020 tournament, with people saying that gambling ads during the event and promoting matches were too saturated.
Regarding the decision, the ANJ wrote in part: "In France, gambling is not considered an ordinary service because it carries significant risks of debt and public health issues (addiction and isolation) for the player and their family. This is why it is only authorised by way of derogation and is subject to strict supervision in order to prevent these risks."
No date for the implementation was made public as of press time.