Ireland to streamline gambling ad oversight as new regulatory regime looms

In a bid to tighten oversight of gambling advertising, Irish regulators are preparing to divide responsibilities for handling ad-related complaints. This change comes as the country gears up for the implementation of a new regulatory framework aimed at curbing the influence of gambling ads and promoting responsible betting practices.

The Gambling Regulation Act (GRA), only recently approved, set the stage for the creation of the Gambling Regulatory Authority of Ireland (GRAI). This authority is expected to begin operations by mid-2025, ushering in a new era of accountability for gambling operators in the country.

The Advertising Standards Authority for Ireland (ASA) announced on Tuesday that it had finalised an agreement with the GRAI to streamline the handling of complaints about gambling advertisements. This collaboration is designed to ensure greater clarity and efficiency for the public when lodging complaints.

Orla Twomey, CEO of the ASA, explained that the GRAI will manage complaints related to breaches of the GRA, including violations of the TV watershed and other obligations imposed by the legislation.

Meanwhile, complaints concerning breaches of the ASA’s code of standards that are not covered by the GRA will remain under the ASA’s jurisdiction.

Twomey emphasised that the partnership would enhance public accessibility to information about responsible gambling advertising, ensuring a more transparent and user-friendly process. “By joining forces with the new betting regulator, we are ensuring that the public can easily access information on responsible gambling advertising,” she added.

Anne-Marie Caulfield, CEO-designate of the GRAI, echoed these sentiments, noting the importance of collaboration in addressing public concerns.

The ASA has also signed a cooperation agreement with Coimisiún na Meán, which is responsible for online safety and media regulation. This agreement establishes a cooperative framework to address shared interests in advertising and commercial marketing communications.

Watershed ban to curb gambling exposure

A cornerstone of Ireland’s new approach to gambling regulation is the introduction of a watershed ban on gambling advertising. Under this measure, TV advertisements for betting services will be prohibited during certain hours to protect children and vulnerable individuals from being exposed to gambling promotions.

The watershed, set to run from 5:30 a.m. to 9:00 p.m., reflects growing concerns about the pervasive nature of gambling ads and their potential to normalise betting behaviours, particularly among younger audiences.

This restriction is part of a broader strategy within the GRA to promote responsible gambling and mitigate associated risks.

The establishment of the GRAI marks a significant milestone in Ireland’s efforts to modernise its gambling laws, which have faced criticism for being outdated and inadequate in addressing the challenges posed by digital platforms and targeted advertising.

The collaborative framework between the ASA, the GRAI, and Coimisiún na Meán is expected to set a new standard for regulatory cooperation in Ireland, ensuring that the public’s concerns about gambling advertisements are addressed efficiently and effectively.

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