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Bid Ad Restrictions
ANJ Fundamentals
1. Protection of minors. Any direct or indirect targeting of persons under the age of 18 is prohibited. Children's images, influencers and athletes, popular mainly among adolescents, are banned.
2. Honesty and misleading communication. You cannot promise "easy money," "risk-free" winnings, present bets as a means of solving financial problems or social success.
3. Moderation and tonality. Creative should not push to obsessive play, romanticize risk or spur FOMO ("you will only have time now").
4. Mandatory RG messages. Each ad has a risk warning and links to self-control tools (limits, self-exclusion) and help.
5. Transparency of conditions. Any bonuses/freebet offers are accompanied by clear, visible conditions (vager, terms, exceptions).
What is prohibited in advertising messages
"Quick money" motive. Formulations such as "guaranteed gain," "pay back credit" or visual images "before/after" with a sharp improvement in life.
Gamification for the sake of excitement. Mechanics who disguise bets as a game without money, if in the end they involve in money bets.
Social pressure and FOMO. "Everyone has already put, keep up," "last chance to win."
Imagery popular with teens. Youth series/memes, school contexts, young athletes, "cards" in the style of children's collections.
Hidden bonus terms. Small print, concealment of key restrictions, "asterisks" instead of understandable rules.
Bonuses and promos: special requirements
Size and conditions are in the frame. If the amount or% of the bonus appears in the offer, the main conditions for activation and wagering in an understandable language are indicated next to it.
Without "win-win" wording. The risk of returning as a fribet is not a cache out; it should be clear that the player does not automatically receive real money.
Prohibition of aggressive recovery. Communications "return the loss right now," "beat off a series of failures" are unacceptable.
Time limits and retargeting. You cannot "bomb" the user with extensions of the action after the failure/pauses of the RG tool.
Influencers, ambassadors, athletes
Age filter. Influencer - adult; the channel's audience should not predominantly consist of minors.
Commercial marking and liability. Advertising integration - with explicit labeling; ambassadors cannot promise to win or give "inside."
Athletes and clubs. The use of active athletes and club identity is allowed with restrictions: you cannot be placed in children's formats, on children's equipment, use youth teams.
Channels and placements
Television and radio
Time constraints. Betting advertising is excluded from children's blocks; around broadcasts with a high proportion of youth audience - additional restrictions on frequency and tonality.
Commercial jingles. RG messages that are audible and understandable by ear are required.
Outdoor Advertising (OOH)
Locations. Forbidden zones: near schools, youth centers and places of mass presence of minors.
Creative. No images, appearing to minors; bonuses - only with explicit conditions.
Digital and social networks
Age filters and targeting. Mandatory verification of age and exclusion of youth segments; uncontrolled look-alike on "youth" clusters is unacceptable.
Antispam and user preferences. Communications - only with consent (opt-in), with slight failure (opt-out).
Honest landings. The headers and buttons correspond to the essence of the offer, without "clickbait."
Sponsorship of sports and media rights
Permissible, but under control. Branding in stadiums, forms and in media content - with RG disclaimers and without youth expositions.
Children's leagues/events. Sponsorship and advertising of bets are prohibited.
Jersey and merch. You can't brand baby sizes; when selling - age filters and lack of promotions for minors.
Display of coefficients and information
Understandability and comparability. The coefficients are displayed in standard formats (decimal, etc.), without manipulating the visual scale.
Risks and probability. You cannot serve high odds as a "chance of life"; nearby - messages about responsibility.
Data, targeting and privacy
KYC and age. Any personalization of advertising - only after verification of age and consent to data processing.
Elimination of vulnerable segments. Users with symptoms of a problem game who have activated limits/self-exclusion should not receive promotional communications.
Transparency of cookies. Clear information about tracking, the possibility of failure without "dark patterns."
Control and sanctions
Preliminary guidelines. Operators and their agencies are required to internally check layouts/videos for compliance.
Monitoring and auditing. The regulator and self-regulatory bodies analyze campaigns, sites and complaints.
Measures of impact. From the requirement to change/remove advertising to fines and suspension of the license in case of systematic violations.
Practice for marketers: compliance checklist
1. CA 18 +. Age filters in all channels; exclude playgrounds and images.
2. Tonality. No romanticization of wealth, FOMO, "beat off losses."
3. RG messages and links to help. Always noticeable, readable, not hiding.
4. Bonuses. Large numbers = large conditions nearby, in clear words.
5. Influencers. Adults, transparent advertising labeling, without "expert" promises.
6. Frequency of display. Frequency capping control, especially live periods and tournaments.
7. Retargeting. Respect the user's RG signals: pause = no promo.
8. Documentation. Store pre-clearance, screenshots, movie versions, media plans and compliance audits.
Common mistakes and how to avoid them
Hidden conditions in notes. Make "key rules" part of the core creative.
"Millennial heroes" on the verge of a teenage image. Check idols and the audience of their channels.
Game stylization for mobile "casual." If these are bets on money - no children's visual codes.
Intrusive remarketing after rejection. Synchronize marketing with RG/self-exclusion systems.
The French betting advertising model is built on the principles of maturity and moderation. It allows communication with adult sports fans, but requires honesty in offers, transparency of conditions, respect for RG signals, responsible targeting and strict exclusion of the youth audience. For brands, this is not a limitation of creativity, but a framework of trust: both players and the industry win in it.