French bookmaker Winamax has been ordered to withdraw its “Tout pour la Daronne” (‘Everything for Dearest’) nationwide TV advertising campaign by l’Autorite Nationale des Jeux (ANJ).

The campaign that has run since May 2021, was deemed by the ANJ to be no longer compliant with the regulator’s new ‘advertising guidelines’ – which have imposed new standards on advertising/marketing of gambling services since the beginning of the year.

The ANJ stated that Winamax’s campaign had breached its new guidelines by portraying that gambling can improve one’s social standing or be a source of success. 

The decision marks the first time the ANJ has ordered a licensed operator to withdraw an active advertising campaign.  The regulator underlined that it had not fined Winamax, who have been given a month to withdraw the campaign from French networks.  

The ANJ will continue to update its advertising rulebook within the coming months, working with French media stakeholders to form comprehensive guidelines protecting vulnerable audiences. 

Preparing for change, all licensed operators have been instructed to submit their six-month reports outlining their upcoming advertising spend and campaign activities.  

 The implementation of the ANJ’s new guidelines, recommendations and best practices are being observed by the French media agencies of ARPP – France’s Professional Advertising Regulatory Authority, and the ARCOM  the Audiovisual Communication Regulator.  

Of significance, the ANJ warned incumbents that improved standards in advertising must be visible to the French public by the start of the UEFA 2022 Qatar World Cup. 

The ANJ has warned licensed operators that it will not tolerate French audiences being oversaturated with betting adverts – in which operators “must lower their volume”.