French gambling regulator ANJ has kicked off a new public awareness campaign to address the expected rise in sports betting during the upcoming FIFA World Cup. This move comes on the heels of a survey by Toluna-Harris Interactive, which highlighted a spike in betting interest among French adults, especially the younger demographic.
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Rising Betting Engagement amid World Cup Fever
The survey, conducted in May 2026, revealed that 57% of French respondents plan to follow the tournament, matching the engagement levels seen in the UEFA Euro 2024. Younger adults lead this engagement wave—71% of those aged 18-24 and 69% of those aged 25-34 are eager to tune in. Notably, 41% of all followers intend to place real-money bets, a notable increase from previous years. Men and the younger crowd are more inclined to wager cash, with half of the male respondents and over half of those under 35 indicating a willingness to bet on match outcomes. Higher socio-economic groups also showed a propensity to gamble, driven by matches involving France or other high-stakes games. Industry data shows an opportunity for revenue growth, as many seasoned bettors plan to up their spending this tournament.
Heightened Awareness of Gambling Risks
Despite the enthusiasm, there’s large awareness of the darker side. An overwhelming 83% acknowledge the addiction risks tied to sports betting. A worrying 37% of active bettors confessed to losing control within the past year—an issue most pronounced among the 18-24 age group, where the figure jumps to 67%. Still, the French Monitoring Centre for Drugs and Drug Addiction’s May survey disclosed that about 1.17 million people displayed problem gambling behavior in 2024. Hence, ANJ’s campaign isn’t just timely; it’s crucial. ANJ president Isabelle Falque‑Pierrotin emphasized the rising trend of problem gamblers and the sector’s reliance on their spending.
Advertising and Public Sentiment
The survey also touched on advertising exposure. Thirty-five percent of respondents recalled recent betting ads, predominantly through television—an area that respondents want tightened. A hefty 77% support banning ads during in-game breaks. Meanwhile, 82% demand restrictions in the lead-up to games and immediately afterward. ANJ hopes the campaign, developed with the agency LIBRE, will draw public attention. It transforms legal disclaimers into “risk zone” visuals, using public installations to stage gambling addiction’s phases. The slogan directs people to Evalujeu, an online platform offering personalized gambling assessments.
Potential Betting Surge
The 2022 World Cup saw over €900 million in bets, with the final alone drawing nearly €54 million in online wagers. ANJ projects that numbers could climb to €1.2 billion for the 2026 event, though the French team’s success could swing this estimate significantly. As the tournament nears, ANJ’s proactive stance aims to mitigate risks. The board plans to review the campaign’s effectiveness post-World Cup to determine its impact and the need for further measures.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
