ANJ Relaunches ‘Behind the Label’ Campaign to Promote Safer Gambling in France

France’s gambling regulator, l’Autorité Nationale des Jeux (ANJ), has confirmed the return of its high-profile awareness initiative, “Behind the Label”, aimed at educating players on how marketing influences gambling behaviour. Originally launched in 2023, the campaign resonated with players, families, and policy-makers alike — and its return in 2025 shows France’s ongoing commitment to a public health-first approach to gambling regulation.

The campaign tackles an uncomfortable truth: gambling advertising often glamorises the experience, exaggerates control, and downplays risk. Behind the Label lifts the curtain on these practices, showing players how industry marketing works — and encouraging more conscious decision-making before placing a bet.

In an industry that often finds itself on the defensive, ANJ’s decision to lead with education over enforcement offers a more human-centred route to harm reduction.

What is the campaign about?

“Behind the Label” is a multi-channel awareness campaign that dissects the tactics used in gambling ads. It encourages players to ask critical questions like:

• What are they really selling me?
• Is this bonus as good as it sounds?
• Am I in control, or is the product shaping how I behave?
• What’s the emotional hook behind the message?

The original version used video ads, interactive content, and social media activations to show how gambling brands use language, imagery, and psychology to influence play.

Think of it as a crash course in media literacy — but with a specific focus on gambling promotions.

The 2025 version builds on this with updated messaging, new ad creatives, and a stronger focus on the rise of influencer-led and social media-based gambling content.

Why now?

France has one of the more restrictive gambling advertising frameworks in Europe. Operators are required to include safer gambling messages, avoid appealing to minors, and ensure that all promotions are “moderate” in tone. But regulators are still concerned that players — particularly younger ones — are being exposed to a flood of subtle, sophisticated messaging across digital platforms.

A recent ANJ report found that:

• 77% of gambling ads in France were seen by under-25s
• Nearly 1 in 3 new players discovered a gambling product via influencer content
• The perceived “safety” of licensed gambling brands creates a false sense of control

In this context, Behind the Label is a pre-emptive strike. Rather than wait for a crisis, ANJ is investing in prevention — helping players understand how marketing works before they get too deep.

The 2025 campaign: what’s new?

This year’s version introduces several updates:

1. Focus on social platforms

With more gambling discovery happening on TikTok, YouTube, and Twitch, the new campaign adapts its creative to fit these channels. Expect short-form video explainers, swipeable story formats, and influencer collaborations that mirror the style of gambling content — but with a critical twist.

2. Interactive learning tools

ANJ is launching a mobile-first microsite where players can explore mock gambling ads and “decode” the message. The idea is to show how emotional appeals (like urgency, exclusivity, or FOMO) are used to drive behaviour.

3. New partnerships

The campaign is being rolled out in partnership with schools, universities, sports clubs, and healthcare providers. The goal is to reach beyond the usual audience and start conversations in everyday spaces.

4. Targeting vulnerable groups

Messaging will also be tailored for players at risk — particularly young men aged 18–25 and individuals in financial distress, who are statistically more likely to engage with high-risk gambling products.

Industry reaction

So far, French-licensed operators have largely welcomed the campaign — though some have expressed concerns about how it might impact perception of regulated gambling.

One operator told a local outlet:

“We understand ANJ’s goals. We also want a sustainable, safe industry. But we hope the campaign doesn’t push people towards unlicensed sites, which have no controls or consumer protections.”

This tension — between protecting players and maintaining the viability of legal gambling — is a tightrope walk. But ANJ appears confident that long-term trust is better built through honesty than silence.

What affiliates and marketers should take from this

If you’re promoting gambling offers in France, or even adjacent to the market, Behind the Label matters. Not just for compliance — but for understanding how consumer attitudes are shifting.

Here’s what smart affiliates will do:

• Review your bonus messaging: Strip out misleading language, exaggerated claims, or urgent CTAs that pressure players.
• Add context to reviews: Include real-world testing, honest pros and cons, and links to safer gambling resources.
• Localise responsibly: Ensure that translations retain accuracy and don’t downplay key risks in pursuit of conversions.
• Stay on top of ANJ updates: Enforcement actions often follow public awareness drives — be prepared.

Final thought

The return of Behind the Label confirms ANJ’s position as one of Europe’s most forward-thinking regulators. Rather than fight marketing with bans, it’s choosing to fight it with transparency.

For operators and affiliates, this is an opportunity to rethink how you speak to players. Because in 2025, the smartest brands won’t just comply — they’ll lead with clarity, accountability, and respect for the player’s right to choose.