Public interest in the FIFA World Cup 2026 is set to fuel a significant rise in sports betting across France, according to a recent Toluna-Harris Interactive survey. In response to the projected surge in betting activity, French gaming regulator ANJ has launched a national campaign to promote responsible gambling and highlight the risks associated with excessive betting during the tournament.
Survey Reveals Rising Interest and Betting Intentions
The study, conducted among 1,071 French adults, found that 57% plan to follow the World Cup, with engagement particularly high among men and younger adults. Notably, 41% of those interested in the tournament intend to place real-money bets using apps, websites, or retail outlets—an increase compared to prior competitions.
These intentions are strongest among men (49%) and adults under 35, where over half express plans to wager. Higher income groups also show a greater tendency to bet, while matches involving the French national team remain the most attractive for bettors. ANJ estimates that betting turnover for the 2026 World Cup could reach €1.2 billion, depending on the national team’s performance.
Public Awareness of Gambling Risks
The survey indicates widespread recognition of gambling-related risks, with 83% acknowledging the dangers of addiction. Furthermore, 19% reported knowing someone who lost control over their gambling. Among current sports bettors, 37% admitted to feeling a loss of control in the last year, a figure that jumps to 67% among those aged 18-24.
Most bettors recall seeing standard gambling prevention messages, particularly football fans. According to the French Monitoring Centre for Drugs and Drug Addiction, approximately 1.17 million people in France were identified as exhibiting problematic gambling behaviors in 2024, with 360,000 considered excessive players.
Advertising Exposure and Regulatory Sentiment
More than a third of survey respondents recalled recent exposure to sports betting advertisements, mainly through television, followed by online platforms and social media. Support for stricter advertising controls is strong, with 77% backing ad bans during mid-half breaks and 82% favoring restrictions in the minutes before and after matches.
ANJ’s previous data shows that the 2022 World Cup generated over €900 million in bets, with the final alone attracting nearly €54 million in online wagers. These figures underscore the substantial role major tournaments play in driving betting activity in France.
Innovative Awareness Campaign Targets Betting Risks
To address these challenges, ANJ has launched a creative prevention campaign in partnership with agency LIBRE. The initiative transforms the familiar yellow legal warning banner into a “risk zone” visual, staging living-room scenes in public spaces where actors depict the progression of gambling addiction. The campaign’s message, “playing with excess means entering a risky zone,” directs viewers to Evalujeu, a dedicated site offering self-assessment tools and support resources for gamblers.
ANJ president Isabelle Falque‑Pierrotin emphasized the regulator’s concerns about increased advertising, more betting opportunities, and high vulnerability among young bettors. She highlighted the importance of the campaign in raising public awareness and encouraging responsible gambling behaviors.
For further details, visit the official ANJ announcement.
As betting activity intensifies during global events like the World Cup, France’s focus on responsible gambling and regulatory oversight aims to ensure a safer environment for all participants in the iGaming sector.