French regulator tells operators to de-intensify 2022 advertising

France’s National Gaming Authority (ANJ) has said operators should “de-intensify” their marketing after examining licensees’ 2022 promotional strategies

France’s National Gaming Authority (ANJ) has said operators should “de-intensify” their marketing after examining licensees’ 2022 promotional strategies.

The ANJ conducted its one-year analysis of the planned publicizing campaigns for France’s 15 sanctioned online operators and deuce monopolies, identifying several “points of vigilance.”

Common among all operators was an increment in advertisement spending, upwardly 7% on mean(a) from last year, and what the ANJ called, “a systematic mobilisation of digital levers.”

This latter head referred to brands’ heightened social media presence, specially on platforms popular among younger demographics, such as TikTok, Snapchat, Twitch and Instagram.

Winamax, who was recently instructed past the ANJ to retreat its “Tout rain buckets la Daronne” advertizement spot, was singled come out by the Daniel Chester French regulator.

Several “major difficulties” were raised regarding the operators’ 2022 promotional strategy, including the “excessive targeting of youth adults” and “almost lasting stimulation of gamblers through communication campaigns and problematic partnerships.”

These issues resulted inward the ANJ rejecting Winamax’s strategy. The regulator remarked: “The combining of these risks and the absence seizure of sufficient preventative and public protection measures led the ANJ to turn down the operator’s strategy, considering that it could not, as it stood, follow considered as consistent with the objective of preventing unreasonable gaming and protecting minors.”

France’s two monopoly operators, La Française des Jeux (FDJ) and Pari-Mutuel Urbain (PMU), also received warnings.

Two “points of attention” were identified concerning FDJ’s strategy, relating to “the extent of the promotional insurance planned by the operator” and “the cognitive content of its commercial communications.”

PMU, meanwhile, was told to “refrain from disseminating … any commercial message communication which would represent play as a phratry leisure time activity involving minors, or which would have-to doe with to an installation of minors to games past a member of their family.”

The ANJ said it testament bring forth a progression cover mid-year to checker that its conditions have got been effectively taken into account by all licensees.