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France – Bourbonne-les-Bains casino ordered to remove self-promotion billboards

By - 12 September 2022

The casino of Bourbonne-les-Bains in Haute-Marne, owned by Joa Group, has received a letter from the Departmental Directorate of Territories (DDT) forcing it to remove advertising panels promoting its offer.

The billboards of 12 m2 associate the name of the spa with that of the casino of Bourbonne

The casino, whose licence was renewed last June, also offers a performance hall, cinema, convention space and a nightclub, making it what it terms as the main center of entertainment in the city. The removal of the signs will inevitably affect the number of visitors to the casino, which it believes constitutes a threat not only for the 35 employees of the casino, but also for the other sectors of the city, which benefit from the economic spin-offs linked to the activity.

When the casino was set up in the town in 2006, the vision was for it to be an entertainment offering for guests within a radius of 120 kilometres, including the towns of Troyes, Chaumont, Dijon, Nancy, Épinal.

In an attempt to explain this volte-face, the mayor points to a local association which, for some time, has been multiplying hostile messages relating to the ‘visual pollution’ generated by these billboards around the town and which designates the casino as the main culprit for what he calls ‘urban disfigurement.’

The casino’s André Noirot said: “I am in the process of consulting lawyers in order to define the actions that I could take. I also intend to solicit the deputies and senators of our constituency so that they can plead our cause in high places. My goal is for us to be treated like municipalities of 10,000 inhabitants in this area.” The Joa casino in Bourbonne-les-Bains ranks 163rd in the top revenue earning casinos in France with GGR of €1.54m in 2020-2021.

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