French operators to limit World Cup advertising in new ANJ agreement

The French regulator, ANJ, has reported that a number of operators and advertisers have signed four charters agreeing to reduce advertising output at the upcoming World Cup, These new charters drafted by the regulator aim to regulate and moderate the number of advertising people see on TV, radio, billboards and digitally during the upcoming tournament in Qatar. The rules were drafted following a consultation process in September 2021 after a public consultation found that there was an oversaturation of advertising during the delayed UEFA Euro 2020 tournament. This has led to a two-point plan, where one element would focus on the content of commercial communications, and the other would give recommendations on reducing advertising pressure on all media channels as well as protecting minors and vulnerable people. These four charters incorporate two existing charters which have been modified. The revisions focus on radio and TV, with the previous stipulation that operators could advertise up to four times during an advert break, is now reduced to three. Another charter states that there must not be any gambling adverts anywhere near schools and addiction treatment centres as well as a reduction in the number of adverts seen on public transport. Instead of gambling adverts, there will be responsible gambling messages backed by the ANJ. The last charter applies to all French operators and members of the Digital Alliance. It will ensure more effective controls on how operators advertise on social media and how influencers and ambassadors are used. This charter also includes the same caveat as the previous charter, namely that there should be no advertising aimed at minors and vulnerable people. Isabelle Falque-Pierrotin, president of the ANJ, said: “A few days before the start of the World Cup, the signing of these charters in a spirit of co-regulation is a strong signal from all the players concerned to promote responsible advertising. “The period ahead of us is crucial because it will allow everyone to verify that advertising in the gambling sector has changed and that the commitments made are respected.”