SBC News Voice of the Sports Betting Industry
The Gambling Regulatory Authority of Ireland (GRAI) has partnered with the Advertising Standards Authority for Ireland (ASA Ireland) to monitor standards and conduct in gambling advertising.
The GRAI will officially begin overseeing Ireland’s betting industry by mid-2025, following the approval of the Gambling Regulation Bill (GRB) in October.
This legislation establishes the GRAI as the regulatory authority of Irish gambling, with a mandate to oversee gambling advertising, messaging, and engagement with the general public.
In cooperation with ASA Ireland, the GRAI aims to protect the public by ensuring advertising in the gambling sector adheres to strict standards. The partnership will simplify the complaint process, with both organisations working together to evaluate and address issues.
The GRAI will handle complaints related to licensed operators, while the Advertising Standards Authority for Ireland will manage other cases. Consumers will be directed to the appropriate organisation for their concerns.
Orla Twomey, Chief Executive of the ASA Ireland, said: “We are pleased to work with the GRAI, a new body focused on protecting the public from problem gambling. Our role is to ensure advertising is legal, decent, honest, and truthful.
This partnership reinforces our shared commitment to consumer protection. By combining efforts, we aim to provide clear guidance on responsible gambling advertising.”
GRB laws will enforce strict rules on gambling advertisements, including a 9pm watershed to minimise public exposure to gambling content, while also requiring online operators. In addition to their existing proof-of-age controls, to implement tools such as self-exclusion mechanisms, spending limits, and regular player monitoring to detect and address problematic behaviour.
Ireland’s new regulatory regime will rank among the most stringent in Europe, enabling the GRAI to impose fines of up to €20 million or 10% of an operator’s annual turnover for breaches of GRB laws.
Anne-Marie Caulfield, CEO Designate of the GRAI, added: “Once operational, the GRAI will promote transparency and compliance within the gambling industry under the Gambling Regulation Act 2024. This legislation enforces strict advertising rules and raises awareness of problem gambling, introducing measures to address it.
“By collaborating with the Advertising Standards Authority, we will effectively manage public concerns about gambling advertising, ensuring compliance with their code. This partnership demonstrates our commitment to safeguarding the public and upholding the highest standards in marketing communications.”
