ANJ approves 2024 promotional strategies with conditions for Euro and Olympics
The ANJ approved operators' 2024 promotional strategies on condition that advertising pressure is moderated around Euro 2024 and the Paris Olympics.
By Oliwer Brewitz, Head of Marketing
Key changes
- Strategies approved subject to moderating advertising pressure
- Moderate use of fast poker, live betting and high-odds promotions
- No bonuses for players identified as potentially excessive
- Partial rejection of one operator's bonus strategy
What changed
Each year, operators must submit their promotional strategy to the ANJ for review. On 9 January 2024 the ANJ published its review of the 2024 strategies. Operators planned €670 million in promotional investment, up 14%, with 30% concentrated between May and July around Euro 2024 and the Paris Olympics. Spending was split 46% digital, 26% TV and 15% sports sponsorship, and financial bonuses made up 59% of investment. The ANJ approved the strategies but required some operators to significantly moderate advertising pressure, make moderate use of the most stimulating tools such as fast poker tournaments, live betting and high-odds bets, and not offer bonuses to players identified as potentially excessive. It partly rejected Winamax's strategy on bonuses and required a new filing by 15 February 2024.
What it means for advertising
The ANJ uses the annual review to set limits on the volume and timing of advertising, not only its content. Heavy flighting around major tournaments across TV, digital video and sponsorship is likely to be challenged. The condition on bonuses for excessive players also means that audience-based targeting and CRM must exclude flagged players. Bonuses, which were 59% of planned investment, are part of the same review as paid media.
What operators should do
Plan tournament campaigns with documented moderation, and exclude players flagged as excessive from bonus offers and targeted communications. Prepare strategy filings that justify spend levels, timing and channel mix. Review use of fast poker, live betting and high-odds promotions in creative. Keep records showing how the ANJ's conditions were applied during the year. Where the ANJ partly rejects a strategy, a new filing must be made within the deadline it sets.
Full rules: France regulation brief · All France updates