Ireland’s Gambling Regulatory Authority (GRAI) has teamed up with the Advertising Standards Authority (ASA) of Ireland to enhance the supervision of gambling advertisements. This collaboration is designed to maintain high industry standards while protecting the public from deceptive or harmful marketing.
Starting mid-2025, the GRAI will take on the role of regulating Ireland’s betting industry once the Gambling Regulation Bill (GRB) is enacted, following its approval in October. This new legislation positions the GRAI as the main authority for overseeing the advertising and public engagement of gambling in Ireland.
Working closely with ASA Ireland, the GRAI’s mission is to ensure gambling advertisements meet strict standards, and the partnership aims to streamline the complaint process. Both organizations will jointly evaluate and handle issues, directing consumers to the appropriate body based on their complaints. The GRAI will attend to complaints involving licensed operators, while ASA Ireland will address other cases.
Orla Twomey, CEO of ASA Ireland, expressed her satisfaction with this partnership, stating, “We are pleased to collaborate with the GRAI, a new organization dedicated to protecting the public from problem gambling. Our aim is to ensure that advertising is legal, decent, honest, and truthful.” The cooperation underscores a shared commitment to safeguarding consumers, providing clear guidance on responsible gambling promotions.
The regulations under the GRB will set strict boundaries for gambling ads, including a post-9pm broadcast restriction to reduce public exposure. Online operators must also adopt tools for self-exclusion, set spending limits, and monitor player activity regularly to detect and mitigate problem gambling.
Ireland’s new regulatory framework will be among the strictest in Europe, empowering the GRAI to levy fines up to €20 million or 10% of an operator’s annual turnover for any violations of GRB laws. Anne-Marie Caulfield, CEO Designate of the GRAI, highlighted that the organization will prioritize transparency and compliance within the industry under the Gambling Regulation Act 2024. The act emphasizes rigorous advertising standards and raises awareness about gambling-related problems, introducing necessary measures to combat them.
“Our collaboration with the Advertising Standards Authority will address public concerns about gambling advertising effectively, ensuring adherence to their guidelines. This partnership reinforces our commitment to public protection and maintaining the highest standards in marketing communications,” Caulfield stated.