ANJ calls for advertising restraint during the 2026 World Cup
The ANJ asked operators to keep within announced budgets and broadcasters to show restraint with new World Cup hydration-break ad slots.
By Oliwer Brewitz, Head of Marketing
Key changes
- Operators asked not to exceed announced budgets during the World Cup
- Restraint requested on hydration-break ad slots
- Reminder that advertising illegal offers, including online casinos, is banned
- Whistle-to-whistle proposal renewed
What changed
On 13 February 2026 the ANJ set out its expectations for sports betting advertising during the 2026 FIFA World Cup. It asked operators not to exceed their announced advertising budgets, after noting increases of over 25% partly justified by the tournament. It asked broadcasters and operators to show moderation in using the new ad breaks created by FIFA's hydration breaks, including in how partnerships are activated. It reminded broadcasters of the ban on advertising illegal gambling offers, especially online casinos. It also repeated its proposal to legislators for a whistle-to-whistle ban and tighter sponsorship rules for major sporting events. The ANJ noted that a major broadcaster had decided not to sell hydration-break slots to gambling advertisers.
What it means for advertising
In-match ad inventory on TV and streaming during the tournament was under specific scrutiny, in particular the new hydration-break slots. The ANJ's renewed whistle-to-whistle proposal indicates that live sport advertising may be restricted by law in future. Advertising illegal offers, including online casino games, remains prohibited, and broadcasters were reminded of this. TV and streaming rights holders that sell in-match inventory are likely to face similar requests in future tournaments.
What operators should do
Keep tournament spend within approved budgets, and avoid concentrating spots in hydration breaks or around live play. Check that no creative, partner content or affiliate placement refers to casino games or other unauthorised offers. Review sponsorship activations for the tournament, and keep records showing how moderation was applied during the competition. Broadcasters should check their own sales policies for hydration-break inventory and partner activations.
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