Visual Emphasis on Gambling Warnings Targets Sports Betting Addiction
France’s National Gaming Authority (ANJ) has reignited its “Behind the Labels” prevention campaign ahead of Roland Garros 2025, with a strong focus on raising public awareness about the dangers of sports betting addiction. The campaign seeks to enhance the visibility of legal warning messages typically hidden at the bottom of gambling advertisements by using large, bold yellow banners and real-life stories of gambling harm.
Campaign Reacts to Alarming National Data
The relaunch comes at a time when new findings from the French Observatory of Drugs and Drug Addiction (OFDT) paint a concerning picture. According to 2024 data, France is home to 1.17 million problem gamblers, of which approximately 360,000 are classified as excessive gamblers. Notably, sports betting has emerged as the most problematic form of gambling, with addiction rates six times higher than those linked to lottery participation.
Real Stories Paired with Bold Warnings
The “Behind the Labels” initiative was first introduced during the Euro 2024 football tournament and is now being reactivated during another high-profile sporting event. The campaign deploys graphic redesigns of standard gambling ads, with legal notices and addiction messages placed front and center.
The campaign’s defining message reads:
“Two lines at the bottom of an ad will never be enough to tell the story of the spiral of sports betting addiction.”
This approach is meant to counter the subtle and often misleading aesthetic of typical betting ads by bringing harsh realities to the forefront.
Support Resources via Evalujeu
The campaign materials direct viewers to Evalujeu, an official website developed by ANJ for self-assessment of gambling habits, offering personalised advice, preventive tools, and resources for support — including for affected family members.
Aligning with ANJ’s Strategic Plan
“Behind the Labels” is a key component of ANJ’s 2024–2026 strategic roadmap, which sets an ambitious goal: reduce excessive gambling rates in France significantly within three years. The campaign supports this objective by highlighting the disconnect between flashy gambling marketing and the real, long-term consequences of addiction.
Through bold visual storytelling and digital support pathways, ANJ is seeking not only to regulate but to educate — with the hopes of fostering a safer gambling environment across France.
