The Gambling Regulatory Authority of Ireland (GRAI) has announced a partnership with the Advertising Authority of Ireland (ASA Ireland) to strengthen oversight of gambling advertising. The collaboration aims to uphold strict standards across the industry, protect the public from misleading or harmful advertising content.
The GRAI will not formally begin regulating the Irish betting industry until mid-2025. The Gambling Regulation Bill (GRB) was passed in October.
The GRAI has become the Irish gambling regulator with a mandate to oversee gambling advertising, messaging and engagement in a public-police environment.
In its relationship with the ASA in Ireland, the GRAI aims to uphold the public by ensuring that gambling advertising always meets strict standards. The partnership will streamline the complaints process as both organisations will work together to assess and resolve issues.
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.”
The GRAI will handle complaints relating to operators around the world, while the Advertising Authority of Ireland will handle other matters. Consumers will be referred to the relevant organisation to resolve their concerns.
The GRB laws enforce strict rules on gambling advertising, including a 9pm time limit to minimise the public’s exposure to dangerous games. In addition to existing verification controls, implement tools such as self-exclusion mechanisms, spending limits and regular monitoring of participants to identify and curb problematic behaviour.
The new Irish regulatory regime will be one of the strictest in Europe, allowing the GRAI to issue fines of up to €20 million or 10% of the authority’s annual turnover for breaches of the GRB.
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.”
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