France's gambling regulator, l’Autorité Nationale des Jeux (ANJ), and the advertising self-regulatory body ARPP have renewed their cooperation agreement, extending oversight to include games with monetisable digital objects such as NFTs and tokens. The updated agreement, signed on 7 October, brings advertising for these games under the same scrutiny as betting, poker, and lottery promotions.
New Segment Under Regulatory Scope
The revised agreement specifically incorporates JONUM—games with monetisable digital objects—into the regulatory framework. This means advertising for NFT and token-based games that allow players to sell digital items for real money will be monitored similarly to traditional gambling products. From February 2026, such games will be regulated under a separate, experimental regime in France. Operators must notify ANJ before launching these products.
Closer Collaboration Between ANJ and ARPP
The renewed agreement continues the information-sharing and joint analysis practices established in 2023. ARPP, which is the main point of contact for gambling operators regarding commercial communications, will be able to consult ANJ when there are concerns about the compliance of advertising campaigns. The cooperation aims to ensure consistent application of advertising standards across the evolving gambling landscape.
Implications for Industry Stakeholders
For operators, affiliates, and suppliers, the inclusion of NFT and token-based games in the gambling advertising regime means stricter compliance requirements and potentially higher scrutiny for new product launches. Influencer marketing will also face tighter controls, as ANJ will update the gambling module of ARPP's influencer certification program. The ARPP will participate in discussions on updating advertising codes for television, radio, digital, and outdoor channels, reflecting the growing importance of digital assets in gaming.
Key takeaways
- France now regulates advertising for NFT and token-based games like traditional gambling promotions.
- Operators must notify ANJ before launching games with monetisable digital objects from February 2026.
- ARPP and ANJ will continue close cooperation and information sharing on gambling advertising compliance.
- Influencer and digital advertising standards are set for further updates to reflect these changes.