Irish Labour Party leader Ivana Bacik told the Sunday Independent that the country should follow the example of other European nations and introduce a ban “in recognition of the harm that advertising causes to people at risk of developing gambling addiction.”
The comments were prompted after Bacik saw an advertisement outside a BoyleSports shop in Dublin. Customers were encouraged to register, with the ad explicitly stating that a bank account was not required.
“We know that gambling companies prey on the vulnerabilities of problem gamblers. It is deeply concerning to see companies targeting people with addiction issues. Labour’s senator Mark Wall has called for a ban on all gambling ads to stamp out this behaviour. We have a serious issue with gambling in this country, and it must be addressed,” said Ms Bacik.
A BoyleSports spokesperson told the publication that the company’s “robust” procedures fully comply with all legal and regulatory requirements. The spokesperson added that all customers go through a “very strict verification process” when opening an online account, but did not comment on concerns related to in-person betting processes at retail outlets.
Criticism from the Labour Party has become one of the first challenges for the newly established Gambling Regulatory Authority of Ireland (GRAI).
Founded in March 2025, the authority is responsible for overseeing the Irish market and the phased implementation of the Gambling Regulation Act 2024 following its approval by the Irish parliament. Among the new measures is comprehensive regulation of gambling advertising, with a key provision being a ban on gambling ads between 5:30 a.m. and 9:00 p.m. This rule is expected to come into force next year.
In addition, operators will be required to obtain explicit consent from users before sending or displaying online advertisements and marketing messages, including on social media and on-demand content.
These measures significantly limit the advertising capabilities of operators in the country. However, Bacik, whose party is the second-largest opposition force alongside the governing parties Fianna Fáil and Fine Gael, noted that a number of other European countries have opted for a complete advertising ban.
In some cases such decisions have had the opposite effect. In Spain, a 2020 Royal Decree severely restricted advertising, including similar time limits on gambling ads. Nevertheless, many of these rules were rolled back in 2024 following a Supreme Court ruling. This led to strong market growth, with the number of online players increasing by 21.36%.
Italy is also currently considering reversing its 2018 Dignity Decree, which banned all forms of gambling advertising. Industry representatives warn that the ban has contributed to significant growth in the illegal market.
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