In France, the head of the country’s gambling regulatory body, l’Autorité Nationale des Jeux (ANJ), has expressed the need for gambling operators to evolve their business strategies. As 2025 concludes, Isabelle Falque-Pierrotin has highlighted the ongoing regulatory efforts aimed at minimizing the industry’s intensity, which remains a significant concern due to the prevalence of problem gambling. This shift is part of the ANJ’s strategic objectives outlined for 2024-2026, reflecting a broader regulatory focus on public health and market sustainability.
The ANJ’s strategic roadmap emphasizes the transition of the gambling market towards models that are less intensive. Despite progress in recent years, problem gambling remains a substantial issue, with a report from the Observatoire Français des Drogues et des Tendances Addictives (OFDT) in 2024 identifying approximately 1.17 million problem gamblers in France, including 360,000 individuals characterized by excessive gambling behavior. This situation presents a paradox where gambling, often seen as a commonplace consumer product due to digitalization, contributes significantly to the industry’s revenue, with excessive gambling accounting for 21% of turnover.
To support this transition, the ANJ has developed various tools and resources for operators. These include action plans for the prevention of excessive gambling and practical guides, alongside the introduction of an algorithm designed to detect problem gamblers. Currently undergoing scientific validation, this tool is expected to be available to operators in 2026, providing a means to align with the regulator’s standards. Additionally, the ANJ has enhanced its enforcement capabilities, exemplified by an €800,000 fine levied on an operator for inadequacies in their self-exclusion mechanisms.
Efforts to curb illegal gambling have also intensified, with the ANJ utilizing its administrative powers to block 1,300 illegal sites in the past year—a figure equivalent to 12 years of prior legal action. The regulator has bolstered its judicial cooperation and is experimenting with methods to disrupt financial transactions linked to illegal gambling activities. Despite these measures, illegal gambling continues to pose a significant challenge, necessitating ongoing regulatory vigilance.
Advertising regulation remains another critical area where the ANJ has focused its efforts. Since the European Championship in 2021, the regulator has implemented stricter advertising content rules, leading to changes in the tone of gambling campaigns. Collaboration with the French self-regulatory advertising body, ARPP, has enabled a priori supervision of potentially contentious advertisements. This cooperative approach has resulted in adjustments to several advertising campaigns, although the ANJ acknowledges that current legal frameworks do not provide sufficient tools to fully regulate operator advertising.
Disruptive trends in 2025 have also captured the ANJ’s attention, particularly the rise of blockchain-based gambling forms. These new formats, akin to video games or sports betting, appeal predominantly to younger demographics. In response to the regulator’s request, the predictive site Polymarket has implemented geoblocking for French users. The upcoming regulation of “games with monetizable digital objects” (JONUM) in 2026 represents a significant regulatory challenge, requiring a balance between protecting players and supporting innovation.
During her tenure as chair of the Gaming Regulators European Forum (GREF) from 2023 to 2025, Falque-Pierrotin prioritized enhancing cooperation among European regulators. This included the formation of an Enforcement Working Group to facilitate real-time discussions and strategies against illegal operators. International collaborations, such as those with the North America Gaming Regulators Association (NAGRA), have proven effective in addressing cross-border gambling issues. The ongoing development of artificial intelligence presents potential for further advancements in detecting illegal platforms, although human oversight remains crucial.
Looking forward to 2026, the ANJ’s priorities include continuing the transition towards less intensive gambling models and implementing JONUM regulations. This period will test the ANJ’s adaptability as a regulator, particularly in managing the cultural shift required to reposition gambling as a product with inherent risks, distinct from ordinary leisure activities. The regulator remains committed to challenging the perception of gambling as a mainstream consumer product, underscoring the importance of regulatory frameworks in maintaining market integrity and consumer protection.
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