France Tightens Gambling Advertising Oversight for Digital Games and Influencers

France Broadens Gambling Advertising Supervision

France is expanding its supervision of gambling advertising to cover digital-asset games and influencer marketing, following a new cooperation agreement between the Autorité Nationale des Jeux (ANJ) and the Autorité de Régulation Professionnelle de la Publicité (ARPP).
The agreement, announced on October 7, 2026, improves coordination between France’s gambling regulator and its advertising standards body. It also expands their work to include jeux à objets numériques monétisables (JONUM), which are games with monetizable digital items.
The renewed partnership also covers gambling-related influencer marketing and possible updates to advertising standards for TV, radio, outdoor ads, and digital platforms.
The agreement does not create a new ban on gambling ads right now. Instead, it establishes a broader framework for regulators to work together, recognizing that gambling promotion is becoming more complex as digital entertainment, virtual assets, and commercial influence converge.
This change may matter most in 2027, when France reviews advertising practices for new gaming products and online content creators.

Three Key Changes Under the ANJ–ARPP Agreement

The updated agreement builds on the cooperation started in 2023 and adds three new areas for regulators to focus on.

Area	What changes
Digital-asset games	JONUM products are explicitly included in advertising oversight cooperation
Influencer marketing	ANJ will help strengthen gambling-related content in ARPP's Responsible Commercial Influence Certificate
Advertising standards	Both organizations will cooperate on potential revisions to existing gambling advertising recommendations

These measures aim to improve coordination and guidance for the industry, rather than creating new legal requirements right away.

JONUM Games Bring Digital Assets Into Advertising Oversight

A key part of the agreement includes JONUM, France’s legal term for games with monetizable digital items.
These games can mix regular video game features with digital items that might have value outside the game. Unlike traditional casino games, how they are regulated depends on their specific features and France’s legal rules.
The distinction matters becauThis distinction is important because games with digital objects can blur the lines between entertainment, gaming economies, and financial rewards. Under its advertising cooperation framework, France acknowledges that promotional practices around these products require closer scrutiny.
For developers and digital gaming platforms, this agreement suggests that marketing claims, transparency, and consumer protection will become more important as the industry grows.
This does not mean that every game with digital assets is considered gambling by law.

Influencer Marketing Becomes a Bigger Regulatory Priority

The second major development involves ARPP’s Responsible Commercial Influence Certificate, which helps train digital content creators in responsible advertising; ANJ will strengthen the certificate's gambling-related component.
This change shows that influencers play a bigger role in promoting online betting, gaming products, and digital entertainment, especially on social media, where young people are often the audience.
Traditional gambling ads are usually easy to spot as commercial placements. Influencer campaigns are more complicated, mixing personal recommendations, sponsorships, affiliate links, and entertainment.
For regulators, this adds challenges, such as ensuring ads are clearly labeled, protecting young people, and showing the risks of gambling.
France's expanded cooperation suggests influencer education and advertising accountability will remain key areas of regulatory focus.
However, this agreement does not mean influencer marketing is now banned. Current legal rules still apply, and the partnership is mainly about better guidance and oversight.

France May Review Advertising Standards Across Four Media Channels

The agreement also allows ARPP to participate in ANJ's review of four advertising commitment charters signed in November 2022.
These charters cover TV, radio, outdoor ads, and digital media. The review could affect how gambling companies create campaigns, offer promotions, and talk to customers.
The cooperation goes beyond just reviewing ads after they are published. ANJ says ARPP is already a key contact for gambling operators who want advice before releasing ads. If operators have questions about following the rules, they can ask ANJ for help while keeping campaign details confidential.
The new agreement keeps this exchange of information and expertise, but now covers more products and advertising methods.

What France's Gambling Advertising Changes Mean for 2027

For the European gambling industry, this agreement shows how advertising rules are changing as digital gaming technology develops.
France's JONUM framework became operational in February 2026, establishing a specific regulatory approach for eligible games involving monetizable digital objects. The framework requires companies to declare their activities to ANJ and restricts advertising to minors and certain self-excluded players.


The October agreement brings these new products more clearly under existing advertising supervision.
For casino operators, affiliates and gambling media publishers, the potential implications extend beyond traditional advertising campaigns. If advertising standards are revised, sponsored articles, promotional videos, influencer partnerships and other commercial communications may require closer scrutiny.
However, no specific changes to the four advertising charters have been announced yet.
The key thing to watch in 2027 is whether this expanded cooperation leads to real changes in France’s gambling advertising rules, especially for digital media and influencer campaigns.
France is not introducing a new advertising ban. Instead, it is expanding the organizations and product types covered by gambling ad supervision, which could affect how digital gambling and gaming are promoted in the future.

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