As the Euro 2024 football tournament approaches, the National Gaming Authority (ANJ) has initiated a new prevention campaign to address the risks of addiction associated with sports betting in France.
According to a survey, more than half of the French population plans to follow the Euro football matches, with over a third of these individuals intending to place bets.
Football remains the most popular sport for betting in France, accounting for 52% of online bets, with more than €4bn ($4.35bn) wagered in 2023.
Previous tournaments have seen significant betting activity: Euro 2020 generated €700m in stakes, while the 2022 World Cup saw €900m. As such, the upcoming Euro could see betting amounts approach €1bn, especially if the French team performs well in the tournament.
The ANJ's campaign, designed by the Rosbeef! agency, focuses on the legal notices in gambling advertisements, aiming to highlight the risks of sports betting addiction.
The campaign features a yellow banner and real stories of addiction, emphasising that brief legal disclaimers are insufficient to convey the serious consequences of gambling addiction.
The campaign directs individuals to the Evalujeu website, which offers tools to assess gambling habits and access advice and support services.
The media plan also includes a digital display campaign, social ads on Snapchat, a digital audio radio spot, an event publication in So Foot and video clips with player testimonials.
Isabelle Falque-Pierrotin, President of the ANJ, stated: “Since the excesses of the Euro in 2021, gambling operators have become aware of their responsibilities in the fight against excessive gambling and have adjusted their practices.
“This positive dynamic must continue during the Euro and the Olympic Games and the ANJ will be vigilant on the actual practices of each.”
