The Autorité Nationale des Jeux (French National Gaming Authority – ANJ) has relaunched its “Behind the Labels” prevention campaign at Roland Garros. The tennis tournament is one of the most traditional in the sport in the world.
The campaign aims to combat the risks of addiction associated with sports betting. In its pieces, the communication emphasizes legal warnings, which are normally ignored in advertisements for online gaming and sports betting.
The launch of the campaign coincides with statistics from the French Observatory for Drugs and Chemical Dependence (OFDT). According to 2024 figures, France is estimated to have 1.17 million people with gambling-related problems. Of these, 360,000 people are classified as excessive gamblers.
Information campaign about games present at other sporting events in France
The “Behind the Labels” initiative, originally launched during the June 2024 Olympic Games in Paris, also in France, uses visuals to highlight mandatory warning messages.
The campaign features enlarged yellow banners containing legal warnings alongside real stories of addiction. The aim is to make the regulatory warnings more prominent and impactful than they would traditionally be at the bottom of the ads.
The campaign’s tagline reads: “Two lines at the end of an ad will never be enough to tell the story of the spiral of gambling addiction.”
The campaign materials direct users to the Evalujeu website, which offers assessments of gambling habits as well as personalized advice on how to stay in control. The platform also provides information on support systems available to gamblers and their families.
The prevention effort is aligned with ANJ’s 2024-2026 strategic plan, which aims to drastically reduce excessive gambling rates in three years.
