ANJ Renews ARPP Pact to Extend Gambling Advertising Controls Over JONUM Project
ANJ and ARPP renewed their 2023 pact to add oversight of the JONUM project for blockchain, NFT and crypto gambling products launched in 2026. Operators must submit campaigns six months in advance against 2022 guidelines that bar trivialising ads or those targeting minors. Chevremont will review public concern data before any broader law changes.
SCCG Take — Tighter pre-approval and budget limits for emerging formats require operators to integrate compliance earlier in product planning or risk licence sanctions.
French authorities have expanded the supervisory framework for online gambling advertising duties under licences granted by the Autorité Nationale des Jeux (ANJ).
The signing of a new cooperation agreement was announced yesterday by Pascal Chevremont, the new President of the ANJ, after a meeting with Christine Albanel, President of the Autorité de Régulation Professionnelle de la Publicité (ARPP). The bodies first partnered in 2023 to supervise campaigns and public engagement.
JONUM Duties Added to Oversight Arrangements
The renewed pact retains information-sharing and consultation rules while broadening scope to the objectives of JONUM, the ANJ’s regulatory project for governance of online games with monetizable utilities. The JONUM project was launched at the start of 2026 as a regulatory project to establish common rules on new verticals entering the French online gambling market be it blockchain elements, NFTs, or crypto-assets.
ARPP serves as independent monitor to ensure campaigns align with the ANJ advertising charter. Licence holders must submit plans six months in advance for review. The pact now requires ANJ involvement in strengthening the gambling component of ARPP’s Responsible Commercial Influence Certificate, ARPP participation in ANJ reviews of voluntary charters for television, radio, outdoor advertising and digital media, plus continued information sharing on proposed campaigns.
These steps supplement the ANJ’s 2022 advertising guidelines. Those rules prohibit campaigns presenting gambling as a route to financial security, social success or an alternative to employment. Advertising must not trivialise gambling, exaggerate winning prospects or use personalities and imagery that appeal strongly to minors. 2026 proceedings saw the ANJ order all licensed operators not to exceed their declared promotional budgets and placed strict limits on expenditure between marketing categories. Key duties remain in force, with operators required to submit annual promotional strategies covering advertising expenditure, bonuses, social-media campaigns and sponsorship activity.
Data Review Precedes Any Advertising Law Changes
The cooperative framework was originally co-designed under former ANJ President Isabelle Falque-Pierrotin, who defended it against calls for a blanket ban on gambling advertising. Having assumed leadership of the ANJ in June, Pascal Chèvremont acknowledged growing public concern over exposure to such advertising. He will assess data collected by the ANJ before deciding on a comprehensive review of France’s existing advertising laws, practices and guidelines, according to SBC News.
Operators face clearer expectations on pre-approval and budget discipline as JONUM brings new product categories under the same regime. Any subsequent review triggered by the data assessment could alter the balance regulators have so far maintained.
Reporting: SBC News
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