Addictions France criticizes sports betting marketing during 2026 World Cup

A report by the association Addictions France has criticized the intense marketing of sports betting during the 2026 FIFA World Cup, labeling the current self-regulation model a failure. During the tournament, which saw 1.3 billion euros in bets placed by 3.1 million players in France, operators planned approximately 150 million euros in marketing and incentives for the June-July period.

The study analyzed campaigns from major operators including Betclic, Winamax, and Unibet. Findings indicate high levels of exposure: on the M6 channel, viewers saw an average of nine betting advertisements per match. A viewer following all French national team matches could have been exposed to 73 spots, while those watching all free prime-time matches could have seen up to 338.

Addictions France also highlighted problematic social media activity, noting 671 promotional posts between June 4 and July 2. The association claims that 70% of these posts did not comply with regulatory guidelines or the National Gambling Authority's directives. Concerns were raised regarding the use of humor and codes that might attract minors, as well as the lack of prevention spots on television channels despite previous conduct agreements. The association is now calling for stricter regulations, including a ban on sports sponsorship.