ANJ caps 2026 promotional budgets at operators' announced totals
For 2026 the ANJ required all operators not to exceed their announced promotional budgets and limited shifting money between spending items.
By Oliwer Brewitz, Head of Marketing
Key changes
- Operators may not exceed their announced global promotional budget
- Strict limits on transfers between spending items
- Targeted cuts to marketing, social media or bonuses for some operators
- Whistle-to-whistle TV ban proposed to legislators
What changed
On 9 January 2026 the ANJ published its review of 2026 promotional strategies. Planned spending rose 25% to €785 million: €319 million marketing and €466 million bonuses, with digital at about 44% and June and July alone accounting for 21% of the budget. For the first time the ANJ required all operators not to exceed their announced global budget and to strictly limit transfers between spending items, which may lead to specific audits. Some operators must cut marketing or social media budgets or show restraint in sports partnerships, and one must significantly reduce retention bonuses. The ANJ will monitor new ad content with the advertising self-regulator ARPP.
What it means for advertising
Annual budgets are now effectively ceilings, so operators cannot add spend in-year for tournaments or competitive reasons. The ANJ also renewed its proposals to legislators for a TV whistle-to-whistle ban on sports betting ads, from 5 minutes before to 5 minutes after a match, tighter sponsorship rules and a loss limiter for 18 to 25 year olds. These are proposals, not law.
What operators should do
Track spend against the approved budget by line item and keep audit-ready records, since the ANJ said the ceiling could lead to specific audits. Agree flexibility rules with agencies so that in-year optimisation does not breach the ceiling or move money between items. Submit new creative to the ARPP and follow the ANJ's position on the whistle-to-whistle proposal. Bonus budgets are covered by the same ceiling as paid media.
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