ANJ launches new responsible gambling campaign
New campaign focuses on the risks of excessive gambling with sports betting especially aimed at those aged under 35
The French regulator ANJ has launched its first dedicated safer gambling campaign entitled, ‘T’as vu, t’as perdu’ (‘You Saw, You Lost’).
Following research conducted by Harris Interactive, which noted more than a third of French people who plan to watch the World Cup will bet on the competition, the ANJ developed the campaign.
Set to be broadcast during the World Cup, the campaign takes the form of a rap video in which the artist raps about the dangers of excessive sports betting.
It also aims to raise awareness of excessive gambling to combat myths around sports betting.
‘T’as vu, t’as perdu’ was developed by marketing agency RosBeef, which specialises in youth and millennial-targeted adverts and has created campaigns for the likes of Adidas France, Adobe and Heineken.
The campaign will also include TikTok and Snapchat ads, radio coverage and posters on the Paris metro.
The regulator believes that the World Cup will set another record in terms of wagering, hence why it felt the need to launch this campaign. At Euro 2020, the record was set at €435m (£379.4m).
Isabelle Falque-Pierrotin, ANJ President, said: “In addition to the campaigns carried out by the public authorities, the ANJ is launching its first prevention campaign.
“For the regulator, it is not a question of demonising sports betting but of conveying to young people, by adopting their codes, a warning message on the risks of excessive gambling, when the practice of sports betting switches to the outside world,” Falque-Pierrotin added.