The Gambling Regulatory Authority of Ireland (GRAI) has joined forces with the Advertising Standards Authority for Ireland (ASA Ireland) to enforce strict standards for gambling advertising.
Starting mid-2025, the GRAI will regulate Ireland’s betting industry after the Gambling Regulation Bill (GRB) was approved in October. This legislation grants the GRAI authority to oversee gambling advertising, messaging, and public engagement.
The GRAI and ASA Ireland aim to protect the public by ensuring gambling ads meet strict guidelines. Their collaboration simplifies the complaint process, allowing them to jointly address issues. The GRAI will handle complaints involving licensed operators, while ASA Ireland will manage other cases. Consumers will be directed to the appropriate organisation for their concerns.
Orla Twomey, ASA Ireland’s Chief Executive, said: “We’re delighted to partner with the GRAI to protect the public from problem gambling. Our role is to ensure ads are legal, decent, honest, and truthful. This partnership underscores our shared commitment to consumer protection, offering clear guidance on responsible gambling advertising.”
The GRB introduces strict rules, including a 9pm watershed for gambling ads to limit exposure and mandates for online operators to enhance protections. These include self-exclusion tools, spending limits, and player monitoring to identify and address risky behavior.
Ireland’s new regulations will be among the toughest in Europe. The GRAI will have the authority to impose fines of up to €20 million or 10% of an operator’s annual turnover for GRB violations.
Anne-Marie Caulfield, CEO Designate of the GRAI, said: “The GRAI will ensure transparency and compliance in the gambling industry under the Gambling Regulation Act 2024. This legislation enforces strict advertising rules and addresses problem gambling with targeted measures.
“Our collaboration with ASA Ireland ensures public concerns about gambling advertising are effectively managed. Together, we are committed to protecting the public and upholding the highest standards in marketing communications.”