ANJ orders largest online operators to cut 2025 promotional budgets
The ANJ approved 2025 promotional strategies but required the four largest online operators to reduce budgets and exclude excessive players from marketing.
By Oliwer Brewitz, Head of Marketing
Key changes
- Four largest online operators required to cut promotional budgets
- Changes to be presented by 17 February 2025
- Excessive players to be systematically excluded from commercial communications
- Moderation required in sports partnerships
What changed
On 6 January 2025 the ANJ published its review of operators' 2025 promotional strategies. Planned investment rose 11% to €695 million despite the absence of major sporting events. Marketing investment rose 12%, financial bonuses made up 58.5% of the total, digital media took 45% of spending and sports sponsorship rose 23%. The ANJ approved the strategies with conditions. The four largest online operators, which hold about 85% of promotional investment, had to reduce their budgets, through retention bonuses, advertising and sponsorship, or both, and present their changes by 17 February 2025. All operators were asked to show moderation in sports partnerships and to systematically exclude players identified as excessive from commercial communications.
What it means for advertising
For the first time the ANJ required budget reductions from specific operators, which is likely to reduce gambling ad volumes on TV, digital video and sponsorship. The exclusion of excessive players from commercial communications affects CRM, retargeting and audience-based display and video. Sports partnerships with wide reach among minors are likely to be reviewed closely. Operators outside the four largest were not asked to cut budgets but must meet the other conditions.
What operators should do
Build suppression of excessive players into all targeted channels, including programmatic audiences, email and push notifications. Review sports partnerships for their reach among minors. Document budget decisions and how they meet the ANJ's conditions, since the regulator compares planned and actual spending. Take particular care with messages to at-risk players and with the most addictive offers. The four largest online operators had to present their changes to the ANJ by 17 February 2025.
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