France’s gambling regulator has strengthened its cooperation with the country’s advertising standards body, expanding their joint oversight framework to include the emerging market for games involving monetisable digital items.
The Autorité Nationale des Jeux (ANJ) and Autorité de Régulation Professionnelle de la Publicité (ARPP) renewed their partnership agreement on 7 October. The deal was signed by ANJ President Pascal Chèvremont and ARPP President Christine Albanel, extending a cooperation framework first established in 2023.
Under the arrangement, the ARPP remains the main point of contact for gambling operators seeking guidance on commercial communications before publication. When questions arise over whether planned advertising complies with gambling rules, the ARPP can consult the ANJ and exchange assessments while respecting the confidentiality of operators’ campaigns.
The two authorities said this consultation process has already been used several times since the original agreement was introduced in 2023. The renewed framework keeps those procedures while adding responsibilities reflecting changes in French regulation and advertising practices.
JONUM advertising enters supervisory framework
One of the most significant changes is the inclusion of jeux à objets numériques monétisables, or JONUM, within the ANJ-ARPP partnership.
France formally activated its experimental JONUM regulatory regime on 7 February 2026 following the implementation of Decree No. 2026-60. The three-year framework was established under France’s 2024 SREN digital regulation law and is supervised by the ANJ.
JONUM products combine a financial contribution, an element of chance, online participation and the possibility of obtaining monetisable digital items. These assets can include NFTs and certain game tokens that can subsequently be transferred to other users or traded through secondary markets.
The renewed advertising agreement means communications relating to these products will now fall within the cooperation mechanism between the ANJ and ARPP.
The ANJ will also contribute to strengthening the gambling section of the ARPP’s Responsible Commercial Influence Certificate, which is designed to improve standards among influencers involved in commercial campaigns. The ARPP, meanwhile, will participate in the ANJ’s review of four voluntary advertising charters introduced in November 2022 covering television, radio, outdoor advertising and digital channels.
France keeps pressure on gambling marketing
France already applies detailed restrictions to gambling advertising. ANJ guidelines prohibit campaigns that encourage excessive gambling, trivialise gambling behaviour, exaggerate the likelihood of winning or present betting as a way to improve a person’s social or financial position. Operators must also avoid marketing that has particular appeal to minors.
The regulator also recommends limits on advertising frequency. For television and radio, advertising providers are encouraged to show no more than three gambling communications within the same advertising break, while digital guidance seeks to reduce repeated exposure across websites, apps, social networks and other online platforms.
Scrutiny has intensified during 2026. When reviewing operators’ promotional strategies for the year, the ANJ reported a 25% increase in planned promotional budgets, partly driven by the Winter Olympics and FIFA World Cup. It ordered operators not to exceed their declared overall budgets and imposed controls on the redistribution of spending between marketing categories.
The latest ANJ-ARPP agreement therefore broadens an existing regulatory structure rather than replacing it, bringing JONUM advertising into the same cooperative oversight model while France continues assessing whether its wider gambling advertising rules require further changes.