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FDJ’s 2023 ad strategy rejected by ANJ

| By Lillian Walker
French regulator l'Autorité Nationale des Jeux (ANJ) has rejected the promotional ad strategy of French national lottery operator Française des Jeux (FDJ).
FDJ full year revenue

The yearly review assesses the promotional strategies of the seventeen approved online operators and the two operators under exclusive rights, including FDJ. ANJ states it aims to strike a balance between legitimate advertising of legal gaming operations and potentially harmful excessive promotions.  

The regulator highlighted its intention to focus particular pressure on digital levers, as well as strengthen the protections of minors and vulnerable groups – but emphasised that all media channels would be looked at.

ANJ rejects strategy

The ANJ’s rejection stems from the stricter framework that applies to monopolies stating its promotional policy must be implemented more conservatively. Under the regulator, monopolies cannot actively encourage the public to play the game.  

Primarily, the ANJ stated that FDJ was not comprehensive enough in its response to the 2022 reservations regarding promotional strategy. In regard to 2023, among the rejection reasonings are three key points the regulator found objectionable: the number of large-scale promotions planned for the year, which spiked concerns of saturation; a strategy to make the lottery a product of every-day consumption; and a promotional strategy that makes a direct link between gambling and popular interest.

FDJ will have to submit a new request for approval by the ANJ within one month. The ANJ notes that it is considering proposing additional measures to local authorities in order to further enforce advertising regulation.

In July of 2018, the French government decided to sell 50% of its 72% ownership of FDJ in order to make the company public. However, it kept its monopoly status by paying €380m (£325.0m/$448.4m) to the French state to continue to exclusively offer lotteries and retail betting.