ANJ triggers hard-hitting action plan after “questionable” operator practices during Euro 2020

ANJ has instigated a new action plan targeting sports betting operators after discovering “questionable practices” in the recruitment of customers throughout Euro 2020.

The French regulator revealed that €434m in bets were placed online during the tournament via French-licensed operators, with bets on the French national side amounting to €88m, an average of €22m per match.

However, the ANJ has suggested the tournament, in which France was eliminated at the Round of 16 stage by Switzerland, was tainted by “certain abuses” by gambling firms.

“This competition underlined the existence of questionable practices around sports betting, such as advertising hype, targeting young people and excessive stimulation of gambling,” the ANJ said.

A high-level meeting took place between the ANJ and leading French operators on 20 July, where constructive discussions were held.

At this meeting, attendees agreed to “rebalance” existing practices to preserve the French market model, which is predominantly focused on recreational bettors.

“A yellow line was crossed in terms of advertising pressure during this competition that was likely to jeopardise the regulatory model put in place for 10 years.

“It is important to drastically and immediately reduce the advertising pressure in favour of sports betting,” the ANJ explained.

“Marketing communications that target young adults and fuel the easy money illusion are particularly problematic,” the regulator added.

Following these discussions, the ANJ has developed a five-point action plan, targeting areas including advertising, commercial bonuses (recruitment and loyalty bonus offers), identifying problem gamblers, betting limits and dealing with tipsters.

In respect of advertising, ANJ officials conducted a mid-term review of operator promotional strategies, comparing them to those initially approved in January for potential compliance breaches.

A full consultation process will be implemented in September on advertising, with a view to the ANJ developing new guidelines for operators in tandem with French advertising organisation, the ARPP.

The objective, the ANJ has said, is to issue precise and operational guidelines on advertising by the end of 2021.

In targeting bonuses, the ANJ has committed to a detailed analysis of existing French market practices, as well as those used in other European jurisdictions.

The aim of the study is to define the conditions for “reasonable” bonuses in accordance with the ANJ’s regulatory framework and to assess the advisability of strengthening the supervision or limitation of these offers.

While no specific immediate action will be taken on limiting the size of bets, the ANJ is currently undertaking an in-depth review of operator practices while comparing them to the French consumer code.

Drawing on recommendations made by previous French regulator ARJEL, the review will be used to consider the potential for stricter betting limits, with a report to be published in September.

The ANJ has further committed to the sanctioning of operators who do not comply with the betting limits as a rule.

In respect of identifying and supporting problem gamblers, the ANJ will hold a September seminar to agree a “common and robust” definition of problem gambling to serve as a reference point for licensed operators.

“The ANJ has observed that this definition varies greatly from one operator to another, which tends to weaken the protection of players,” the regulator explained.

In terms of tackling so-called tipster sites, or affiliates, the ANJ has seized administrative and judicial authority allowing it to clamp down on what it described as “deceptive commercial practices” used by these sites.

Addressing the five-point plan, ANJ president Isabelle Falque-Pierrotin said: “Euro 2020 had an extremely useful effect because it highlighted and questioned problematic practices for sports betting that the ANJ had identified during this first year of existence.

“It is not possible to make young people believe that one can easily win money by betting.

“Aware of the risks that the current situation poses to the protection of players, it [the ANJ] wants to respond to them in a resolute and effective way.

“We will do this with an action plan that will quickly result in the clarification of the applicable rules, the possible proposal of new intervention tools and reinforced control or sanction actions,” she added.

The ANJ has committed to concluding all points of the plan by the end of 2021.