French regulator approves Winamax marketing plan after changes – Marketing regulations
The French gambling regulator, the National Gaming Authority (ANJ), has approved operator Winamax’s marketing strategy for 2022, after rejecting previous requests.
The approval was formalized at a meeting on June 16.
Winamax first presented its marketing strategy for the year in January 2022.
In March 2022, after carrying out its second annual review of all operators’ marketing strategies for the year, the ANJ asked Winamax to withdraw the application and reapply.
The advertisement showed a man improving his life and that of his mother through gambling.
This violates national standards. The ANJ said the campaign did not deter people from irresponsible gambling behavior and added that the adt also did not protect minors from the harms of gambling.
Winamax’s strategy was the only one rejected by all operators in France.
On April 19, Winamax presented its improved strategy. The ANJ ruled that the operator downplayed elements of the ad that might appeal to minors, following ANJ guidelines in choosing a “responsible influencer” to promote the campaign.
The ads’ original slogan – “Tout pour la Daronne” (“everything for your mother”) – is also not included in the new version.
The operator also reduced its overall budget for the ad.
The ANJ noted that the round of endorsements came at a pivotal time for sports betting, ahead of the start of the World Cup in November.
The regulator also noted that care had been taken to reject adverts featuring “excessive or pathological gambling”, after “a line had been crossed” in terms of marketing for the 2020 European Championship.
