"The regulator said that kind of growth, combined with the global spotlight of a World Cup, risks flooding audiences with gambling messages at a time when interest in soccer is already running high. Betting ads pressure ahead of the World Cup One issue drawing particular attention is FIFA's plan to introduce "hydration breaks" during matches. Those short pauses are expected to create roughly two extra minutes of advertising time per game."
"Officials worry the additional slots could translate into more betting commercials, increasing exposure among vulnerable groups such as young adults and people at risk of excessive gambling. In response, the ANJ has asked operators not to exceed the promotional budgets they declared in their annual submissions. It also urged them not to redirect extra funds into the new advertising windows created by the breaks. The regulator said the goal is to avoid "over-exposure" that could contribute to harmful gambling behavior."
The ANJ reviewed licensed operators' annual promotional strategies and flagged concern after finding overall marketing budgets up more than 25% year-on-year. Companies cited a packed sporting calendar and the upcoming 2026 FIFA World Cup as drivers of increased spend. FIFA's planned "hydration breaks" could add roughly two extra minutes of advertising time per match, creating additional inventory that may attract gambling ads. The ANJ asked operators not to exceed declared promotional budgets and not to shift extra funds into the new break slots. One major broadcaster reportedly pledged not to sell those extra slots to gambling companies and to follow existing codes.
Read at ReadWrite
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