France Expands Gambling Advertising Oversight to JONUM Games

From exclusive events and interviews to real-time market trends, Ace Alliance brings you unbiased, well-informed, and data-driven content. Our editorial team adheres to strict editorial standards, ensuring that the information you receive is not only relevant but also trustworthy.

Built by market experts hosting events since 2023, with our first event in Riga, Latvia gathering over 300 top level iGaming industry executives, Ace Alliance is able to provide you with reliable information from direct interaction with experts and leaders in the sector.

Altay Celikkaya

Content Manager

Updated: 09/10/26

Reading Time: 3 minutes

France has widened its gambling advertising oversight framework to include JONUM, the country’s category for games involving monetisable digital objects. The Autorité Nationale des Jeux and advertising regulator ARPP have renewed their cooperation agreement, extending regulatory coordination to emerging gaming formats while strengthening oversight of influencer marketing and established advertising channels.

The agreement, signed on 7 October, also opens a review of advertising commitments covering television, radio, outdoor media and digital campaigns, giving operators and marketing partners another compliance development to track as France adjusts its rules to new products and acquisition channels.

French government building and flags illustrating new ANJ and ARPP rules for JONUM.

Regulation & Compliance

Key Takeaways From France’s Expanded Gambling Advertising Oversight

JONUM advertising is now covered by the ANJ and ARPP cooperation agreement
The ANJ will contribute to the gambling section of the Responsible Commercial Influence Certificate.
The ANJ will review advertising commitments across television, radio, outdoor, and digital media.
ARPP can seek the ANJ’s opinion when questions arise over campaign compliance
Operators, JONUM businesses, agencies and influencers face a more connected advertising oversight process.

JONUM Moves Into the Advertising Compliance Framework

The renewed agreement builds on the partnership first established between the ANJ and ARPP in 2023. Under the ANJ’s official announcement on gambling advertising oversight, the two organisations will continue sharing information and regulatory views while expanding the arrangement to reflect changes in legislation and advertising practices.

The most notable addition is JONUM, or jeux à objets numériques monétisables. The category covers online games in which users can obtain monetisable digital items through chance-based mechanics.

Bringing JONUM into the cooperation agreement means businesses operating these products must consider a more structured advertising review environment alongside the sector-specific rules already applying to their commercial communications.

The ANJ and ARPP said:

The aim is to promote effective regulation of gambling operators’ advertising.

For B2B businesses entering or supplying the French market, the development reinforces the need to consider advertising compliance during campaign design rather than only after promotional material has been distributed.

Influencer Marketing Comes Under Greater Scrutiny

Influencer marketing is another central element of the updated partnership. The ANJ will help strengthen the gambling module within ARPP’s Responsible Commercial Influence Certificate, increasing focus on how creators and commercial partners promote gambling-related products.

The move aligns with France’s broader scrutiny of gambling promotion. Earlier this year, the ANJ called for restraint in betting advertising during the 2026 World Cup, particularly as operators prepared larger marketing budgets around one of the year’s biggest sporting events.

For operators and affiliates, influencer partnerships therefore increasingly require the same level of compliance review as conventional paid advertising. Audience targeting, creative content, commercial disclosure, and how gambling products are presented can all create regulatory exposure.

France Reviews Existing Advertising Commitments

ARPP will also participate in the ANJ’s review of four advertising commitment charters signed in 2022. These cover television, radio, outdoor advertising and digital media.

Under the existing cooperation structure, ARPP acts as the first point of contact for operators submitting commercial communication projects before publication. When compliance questions arise, ARPP can share its assessment with the ANJ and request the regulator’s position while respecting campaign confidentiality.

The review comes as gambling businesses face regulatory requirements alongside restrictions imposed by major advertising platforms. For example, Google recently updated its French gambling advertising policy to reflect the country’s specific lottery and advertising framework.

That creates a multi-layered compliance environment in which operators may need to satisfy the ANJ, advertising standards administered through ARPP and individual platform certification requirements before launching campaigns.

Advertising Becomes Part of Wider Player Protection Strategy

The renewed agreement also fits into France’s broader focus on reducing gambling-related harm. The ANJ has already set stronger 2026 player protection objectives, including measures intended to reduce excessive gambling across licensed operators.

Advertising oversight is part of that strategy because promotional intensity, audience selection, and campaign design can shape how gambling products reach potentially vulnerable consumers.

For operators, JONUM businesses, affiliates and marketing agencies, the October agreement therefore represents more than an administrative renewal. France is bringing emerging digital games, influencer promotion and conventional gambling advertising into a more coordinated supervision model, increasing the value of pre-publication compliance checks as commercial formats continue to evolve.