Following a World Cup that shattered previous records in sports betting marketing, Addictions France, a French organization focused on preventing and treating addiction, has raised concerns about the effectiveness of self-regulation among betting operators. The organization argues that despite the massive increase in betting activity during the event, the industry has not adequately protected vulnerable individuals from the risks of problem gambling. The World Cup, which saw record-breaking advertising and promotional campaigns by betting companies, has been linked to a surge in gambling activity across France. While the industry claims to have implemented self-regulation measures, such as responsible gambling tools and age verification systems, Addictions France suggests these efforts have been insufficient in preventing harm. The organization is calling for stricter government oversight to ensure that betting operators are held accountable for the potential negative impacts of their marketing strategies. It argues that self-regulation alone cannot guarantee the protection of consumers, especially when the financial incentives for operators are high. Experts in the field emphasize the need for a balanced approach that promotes responsible gambling while allowing the industry to operate. They suggest that a combination of industry self-regulation and government intervention may offer the most effective way to address the growing concerns around gambling addiction.