ANJ chief reflects on gambling regulation as France and UK face major industry changes

The UK gambling industry is grappling with major regulatory changes. Higher Remote Gaming Duty rates, affordability measures and ongoing debates around sponsorship and advertising are some of them. France is navigating many of the same.

The similarities between the two markets were highlighted this week by outgoing Autorité Nationale des Jeux (ANJ) President Isabelle Falque-Pierrotin. His term comes to an end on 15 June after overseeing one of the most significant periods of change in French gambling regulation.

Falque-Pierrotin spoke ahead of her departure. She reflected on the changes in the French gambling market, the growing tax burden facing operators, concerns around gambling advertising and the increasing normalisation of betting among younger audiences. All are similar issues to the UK.

Major overhaul

When Falque-Pierrotin took charge of the ANJ in 2020, France introduced a major regulatory overhaul. This brought all gambling sectors under a single authority.

Before the reforms, different parts of the gambling industry fell under the supervision of various government ministries. The creation of the ANJ consolidated oversight. It included:

• Online gambling.
• Horse racing.

They all now come under one regulator who has responsibility for player protection, anti-money laundering compliance and market supervision.

Falque-Pierrotin also talked about the growing cooperation between European regulators through the Gaming Regulators' European Forum (GREF), which she also chaired until last year.

Gambling laws vary significantly across Europe. However, regulators have become increasingly aligned as far as best practices and consumer protection standards are concerned.

She also praised improvements in operator compliance, particularly around advertising standards and responsible gambling measures. As Falque-Pierrotin said, many operators now recognise that player protection is an important part of long-term business sustainability. It can’t just be viewed as something that’s only a regulatory obligation.

Concerns over gambling normalisation

Despite progress in regulatory compliance, the  ANJ chief expressed concern about social trends in gambling. She argued that gambling has become increasingly embedded within everyday digital culture. This is through a combination of direct marketing, affiliate partnerships, social media promotion and influencer activity.

Of particular concern is the growing visibility of gambling among younger audiences. Falque-Pierrotin suggested that betting is no longer viewed as a niche activity. Instead, it has become part of mainstream online culture. What this does for regulators trying to limit gambling-related harm is create new challenges.

The comments echo concerns raised by regulators across Europe, including in the UK, where policymakers continue to scrutinise the relationship between sport, social media and gambling advertising.

Taxation is a major issue

Taxation has become one of the most contentious topics in French gambling policy. France introduced significant tax increases in 2025. This included a 15% levy on marketing expenditure and higher taxes for online sports betting operators.

While Falque-Pierrotin previously stated that taxation of the gambling industry was not inherently unreasonable, she has since urged lawmakers to avoid introducing additional increases in 2026.

She noted that the latest measures have placed particular pressure on smaller operators. Many of them, though, are already facing rising compliance costs and increasingly competitive market conditions.

The debate mirrors developments in the UK. Operators here have warned that higher taxation and regulatory costs could impact investment, marketing activity and consumer choice.

Advertising, sponsorship and political support

Falque-Pierrotin also addressed the ongoing debate surrounding gambling advertising. Unlike several European countries, including Spain, Belgium and Italy, France has largely resisted imposing blanket advertising bans.

She argued that regulated advertising plays an important role in directing consumers towards licensed operators. She believes it drives them away from illegal gambling providers.

However, she acknowledged that the introduction of taxes on advertising expenditure could have unintended consequences.

If sponsorship remains exempt while traditional marketing becomes more expensive, operators may shift spending towards sports sponsorships. This potentially increases the visibility of gambling brands at sporting events, which is an issue hotly debated in the UK.

The outgoing regulator also rejected suggestions that online gambling is being treated unfairly by politicians compared with land-based sectors such as casinos and horse racing.

Instead, she argued that gambling remains a unique industry that requires careful oversight due to the potential risks faced by consumers.

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