France Expands Gambling Ad Oversight to NFT and Token-Based Games

France's gambling regulator ANJ and advertising self-regulatory body ARPP have expanded their cooperation on gambling advertising to include games involving monetisable digital items, known locally as JONUM.

The organisations renewed their partnership agreement on October 7, adding JONUM to a framework previously focused on advertising for products such as sports betting, poker and lotteries.

JONUM can involve NFTs, game tokens and other digital objects with monetary value. They have been subject to a separate experimental regulatory regime in France since February 2026.

The change does not legally classify JONUM as conventional gambling or automatically subject the sector to every advertising rule applying to betting and lottery operators. Instead, it brings their commercial communications into the scope of cooperation between ANJ and ARPP.

ANJ and ARPP Will Coordinate on JONUM Advertising

ARPP acts as an initial point of contact for gambling businesses seeking guidance on advertising campaigns before publication.

Under the renewed agreement, the organisation can consult ANJ when it has doubts about whether proposed commercial communications comply with applicable requirements.

That process will now also cover JONUM companies.

ANJ has separate statutory powers over JONUM advertising. It can order a company to withdraw commercial communications that directly or indirectly encourage minors to play or promote excessive gaming behaviour.

JONUM companies are also prohibited from directing advertising to minors or customers who have activated self-exclusion measures.

Commercial communications by influencers are only permitted on platforms that provide a technical mechanism to exclude users under 18, and that mechanism must be activated.

Influencer Certification Will Add More Gambling Guidance

The renewed partnership also covers influencer marketing.

ANJ will help strengthen the gambling section of ARPP's Responsible Commercial Influence Certificate, which is used to train and certify creators on advertising requirements.

This adds another layer of oversight as gambling and gambling-adjacent products increasingly rely on social media creators for customer acquisition.

JONUM advertising must also include a message warning about excessive or problematic play. ANJ says detailed rules for how that warning must appear in commercial communications are still being finalised.

Advertising Codes for Four Media Channels Will Be Reviewed

ARPP will also participate in ANJ's review of four advertising commitments originally introduced in 2022.

Those frameworks cover television, radio, outdoor advertising and digital media.

The review gives the advertising industry a role in discussions over how French gambling marketing standards should evolve as new products and acquisition channels emerge.

The agreement does not yet specify what changes will ultimately be made to those codes.

JONUM Has Been Regulated Separately Since February

France activated its JONUM framework on February 7, 2026 under a three-year regulatory experiment established by the 2024 SREN law.

To qualify as a JONUM, a product must combine a financial contribution, an element of chance, an online service and the acquisition of monetisable digital objects.

Companies wishing to offer such products in France must declare them to ANJ before launch. Once the declaration is complete, ANJ issues a receipt allowing the offer to operate, although that receipt does not itself certify that the product complies with every legal requirement.

The regime is deliberately lighter than the framework applied to conventional gambling operators.

By adding JONUM to its advertising partnership with ARPP, ANJ is now bringing marketing oversight closer to the structures already used for France's established gambling sector while keeping the two categories legally distinct.