The Gambling Regulatory Authority of Ireland (GRAI) has partnered with the Advertising Standards Authority for Ireland (ASA Ireland) to monitor and manage gambling advertising in the country. The GRAI, that was established following the passage of the Gambling Regulation Bill in October, is officially set to begin work overseeing Ireland’s betting businesses by mid-2025..

Key objectives of partnership

GRAI was established under the Gambling Regulation Bill (GRB) in October 2023. It is responsible for monitoring Ireland’s gambling sector, regulating gambling advertising, engaging with the public, and addressing gambling problems. Meanwhile, ASA Ireland oversees advertising across various industries to maintain standards of honesty and legality.

One of the primary objectives of this collaboration is to protect people from gambling addiction. Together, they will work to minimise exposure to harmful content and ensure that every operator adheres to responsible advertising practices. Under the new GRB law, gambling advertisements are prohibited until after 9 pm. This measure particularly protects younger audiences from gambling addiction. From now on, advertisements in the gambling sector must be truthful, follow strict guidelines, be non-exploitative, and respect public welfare.

Statements from key officials

Advertising Standards Authority for Ireland Chief Executive Orla Twomey said, “We are delighted to partner with GRAI, a new organisation that will help to safeguard the public from problem gambling, particularly protecting children from accessing places or services where gambling activities are offered. The aim of the Advertising Standards Authority is to ensure that advertisements are legal, decent, honest and truthful for consumers.”

Twomey added, “This partnership underscores our shared commitment to protecting consumers, and, by joining forces, we will remain dedicated to ensuring that the public can easily access information on responsible gambling advertising.”

GRAI CEO Designate Anne-Marie Caulfield stated, “The GRAI, once established, will protect the public by promoting a gambling sector that operates transparently and in accordance with the laws of Ireland, particularly the Gambling Regulation Act 2024. This Act contains several restrictions on licences in relation to advertising, social media and more. It will also create awareness of problem gambling and establish safeguards to address it.”

Caulfield further added, “By working with the Advertising Standards Authority, as the GRAI’s powers are commenced, we will aim to address any concerns raised by the public about advertising in and surrounding gambling promptly and effectively, in line with the Advertising Standards Authority’s code. Our partnership reiterates our commitment to safeguard the public, and to ensure they are informed and protected by upholding the highest standards of marketing communications.”

This collaboration promises significant long-term benefits, such as increased consumer trust and an improved reputation for the gambling industry. It showcases a balanced approach to protecting public interests while fostering industry growth. Raising awareness through targeted campaigns and implementing proactive tools for early intervention are crucial. These efforts aim to mitigate the societal impact of gambling addiction. Clear guidance, efficient complaint handling, and robust protective measures empower consumers, making the gambling industry safer and more transparent.

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