ANJ relaunches campaign for Roland Garros betting risks

France’s National Gaming Authority (ANJ) has intensified its focus on combating problem gambling with the strategic relaunch of its prevention initiative, Behind the Labels, timed to coincide with the globally followed Roland Garros tennis tournament. Originally launched during the 2024 UEFA European Championship (Euro 2024), the campaign seeks to elevate the visibility of legal disclaimers in gambling advertisements while raising awareness about the serious risks of sports betting addiction.

This initiative marks a continuation of ANJ’s ongoing commitment to fostering responsible gambling practices in France. It reflects a growing national concern about the social and psychological harms associated with sports betting, particularly among younger demographics and vulnerable players.

France’s growing concern over problem gambling

The relaunch of Behind the Labels comes as France faces a surge in problematic gambling behavior. Recent data released by the French Observatory of Drugs and Drug Addiction (Observatoire Français des Drogues et des Tendances Addictives, OFDT) paints a troubling picture. In 2024 alone, an estimated 1.17 million individuals in France were identified as problem gamblers. Of those, approximately 360,000 are considered excessive gamblers, whose habits significantly impair their daily functioning and well-being.

Sports betting, in particular, has been identified as the highest-risk form of gambling. According to the 2024 data, individuals engaging in sports betting were found to be six times more likely to exhibit excessive gambling behavior compared to those participating in traditional lottery games. The excessive gambling rate for sports bettors reached an alarming 5.9%.

These statistics have prompted regulatory bodies to take more aggressive and visually impactful steps to mitigate the risks associated with online and offline sports betting, especially during high-profile sporting events like Roland Garros, which attract a wide, diverse audience.

The message behind Behind the Labels

At the heart of ANJ’s campaign is a simple but powerful observation: traditional legal disclaimers in gambling advertisements are often too small and too easy to ignore. Typically placed in tiny fonts at the bottom of the screen or poster, these warnings have little chance of disrupting the viewer’s attention or prompting reflection.

To counteract this, ANJ has employed what it calls “visual disproportion.” This approach involves prominently displaying legal disclaimers using large yellow banners and striking typography, designed to grab attention and convey urgency. Accompanying these banners are authentic stories from individuals who have experienced gambling addiction firsthand.

The campaign’s slogan, “Two lines at the bottom of an ad will never be enough to tell the story of the spiral of sports betting addiction,” encapsulates its ethos. By combining impactful visuals with real-life narratives, the campaign aims to make the legal and psychological warnings resonate more deeply with viewers.

Directing gamblers to support: the Evalujeu platform

A crucial element of Behind the Labels is its integration with Evalujeu, a specialized website developed to assess gambling behavior and offer resources for prevention and support. Through a series of interactive assessments, Evalujeu allows users to measure their gambling habits, receive personalized feedback, and access tailored recommendations to mitigate risks.

The platform offers an extensive array of features, such as:

• Personalized risk assessments
• Educational tools to promote responsible gaming
• Information on how to seek help for oneself or a loved one
• Access to professional support networks and helplines

By directing individuals to Evalujeu, ANJ ensures that its campaign does more than raise awareness; it actively connects those at risk with avenues for support and recovery.

Alignment with national policy: ANJ’s 2024–2026 strategy

The relaunch of Behind the Labels is not an isolated initiative. It forms part of ANJ’s broader 2024–2026 strategic plan, which outlines a multi-pronged approach to curbing excessive gambling in France. The authority has publicly committed to a drastic reduction in problem gambling rates within the next three years.

Key pillars of this strategy include:

• Enhancing the visibility and effectiveness of legal and health disclaimers in gambling promotions
• Imposing stricter regulatory controls on gambling operators
• Promoting public education campaigns around the psychological risks of betting
• Supporting scientific research into gambling addiction and its prevention

By aligning Behind the Labels with this comprehensive strategy, ANJ underscores its dedication to long-term cultural and regulatory shifts in how gambling is perceived and managed in France.

Why focus on Roland Garros?

Roland Garros, widely recognized as the French Open, ranks among the world’s most popular tennis tournaments, attracting a vast global audience each year. Its timing offers a strategic opportunity to reach a broad cross-section of the public, including potential at-risk bettors.

The tournament also serves as a focal point for online sportsbooks, many of which roll out aggressive marketing campaigns and promotional offers during major sporting events. By leveraging the visibility of Roland Garros, ANJ aims to intercept these messages with counter-programming that highlights the risks of unregulated or compulsive gambling.

Industry responsibility and public accountability

Another key objective of Behind the Labels is to hold gambling operators accountable for their role in promoting responsible betting behavior. ANJ has called on companies in the gambling sector to adopt more transparent practices and to ensure that legal disclaimers are not just legally compliant, but meaningfully visible.

Operators are encouraged to:

• Place warning messages prominently in all advertisements
• Refrain from glamorizing betting as a risk-free or guaranteed-win activity
• Cooperate with regulators to improve public education on gambling harm

Failure to comply with these guidelines may result in regulatory sanctions, including fines or license suspensions.

Future campaigns and ongoing vigilance

While Roland Garros is a current touchpoint, ANJ has indicated that similar awareness campaigns will be rolled out in conjunction with other major events, including the upcoming Paris 2024 Summer Olympics. The intent is to maintain sustained pressure on the gambling industry while keeping public attention focused on the risks associated with excessive betting.

Such efforts highlight the importance of consistent and proactive regulatory intervention in an industry that, if left unchecked, can lead to serious public health issues.

Conclusion

The relaunch of ANJ’s Behind the Labels campaign during Roland Garros represents a critical step in France’s broader effort to address the growing public health issue of problem gambling. By prioritizing the visibility of legal warnings and emphasizing the personal and societal harms associated with sports betting, the campaign underscores the urgency of adopting more responsible gambling behaviors—both by individuals and the industry at large.

In a media environment saturated with promotional content from betting operators, ANJ’s visually disruptive and emotionally resonant messaging serves as a counterweight, reminding the public that gambling is not without serious risks. Coupled with practical tools like the Evalujeu platform, the initiative provides not only awareness but actionable support for those who may be struggling.

As the campaign becomes integrated into ANJ’s long-term regulatory framework, it is clear that this is not a temporary effort but a sustained commitment to protecting vulnerable populations, promoting transparency, and fostering a safer gambling environment across France. Through its formal tone, legal clarity, and strategic timing, Behind the Labels sets a precedent for future public health campaigns in the gambling sector—both nationally and internationally.

FAQs

What is the Behind the Labels campaign by ANJ?
It is a public awareness campaign launched by France’s National Gaming Authority to highlight the dangers of excessive sports betting through impactful visuals and real-life stories.

Why was the campaign relaunched for Roland Garros?
The relaunch targets the large audience of Roland Garros to raise awareness during a peak sports betting period.

What does the campaign aim to change in gambling ads?
It emphasizes making legal disclaimers more prominent to draw attention to the risks of gambling addiction.

How does sports betting compare to other types of gambling in France?
It has the highest rate of excessive gambling behavior, six times higher than traditional lottery games.

What is the Evalujeu website?
Evalujeu is a government-backed platform offering self-assessments, advice, and resources to help individuals control their gambling behavior.

Is this campaign part of a broader strategy?
Yes, it aligns with ANJ’s 2024–2026 plan to significantly reduce excessive gambling rates in France.

Are gambling operators required to follow new rules?
Yes, they must make warnings more visible and refrain from misleading advertising practices.

What support is available for problem gamblers in France?
Evalujeu provides access to professional support, helplines, and educational tools.

Why is there a legal focus in ANJ’s campaign?
To ensure that all communications comply with French advertising laws and minimize litigation risks.

Will ANJ launch more campaigns in the future?
Yes, similar campaigns are expected during upcoming major events like the 2024 Summer Olympics in Paris.