The proposal follows ANJ warnings that French World Cup betting stakes could reach €1.2bn as youth betting intentions rise.

 

Key Points

Cross-party deputies have filed a bill to restrict sports betting advertising in France

Measures include limits on athlete, celebrity and influencer promotion

The proposal comes amid higher projected betting activity for the 2026 FIFA World Cup
 

French deputies have filed a bill seeking tighter restrictions on sports betting advertising, adding political pressure to a market already under closer scrutiny ahead of the 2026 FIFA World Cup. 

The proposal was lodged at the Assemblée nationale by Loiret ecologist MP Emmanuel Duplessy and has been co-signed by around 40 deputies from several parliamentary groups. 

The bill draws on the principles of France's Loi Évin, which limits alcohol and tobacco advertising, and would restrict where and how betting operators can promote their services. 

Its measures include a ban on gambling operators naming venues and competitions held in France. It would also prevent public figures, professional athletes and celebrities from appearing in betting advertisements. 

The text would prohibit influencers from promoting operators directly or indirectly, an area that has drawn growing attention in France because of the role of social media in betting acquisition and tipster activity. 

Advertising would be limited to print, excluding youth publications and to television and radio outside periods connected to sports events or programming aimed at minors. 

The proposal also includes mandatory warnings on excessive or pathological gambling.

A further measure adapts the UK's whistle-to-whistle model, barring operator commercials from 15 minutes before to 15 minutes after sports events or sports programmes, including replays.

The bill lands as the ANJ expects betting stakes in France to reach around €1.2bn ($1.39bn) during the World Cup, depending on the French national team's progress.

That would exceed the more than €900m wagered during the 2022 tournament, when the France-Argentina final became the country's highest-grossing betting event.

Sports betting remains one of the most closely watched parts of France's online gambling market. ANJ figures show the French gambling market generated €14.1bn in gross gaming revenue in 2025, up 3%, with online activity continuing to grow. 

The regulator has also warned operators over promotional pressure in a year shaped by the expanded 48-team World Cup, after reviewing 2026 marketing plans and noting higher advertising budgets.

Several elements of the proposal stem from discussions between lawmakers and the regulator during a review of France's 2022 law on the democratisation of sport. The review, published in February, examined the visibility of gambling marketing in sport and the effectiveness of existing consumer protection measures.

The proposed restrictions reflect wider debate in France over whether betting marketing has become too closely linked with sport, particularly football and whether existing rules are sufficient to protect minors and vulnerable players. 

France's gambling regulator launched its "Risk Zone" responsible gambling campaign ahead of the World Cup after research showed 41% of people planning to follow the tournament intended to place bets with licensed operators. The campaign came as projected tournament wagering approached €1.2bn. 

 

 

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