Ireland Introduces Dual System to Oversee Gambling Advertising

Ireland is transforming how gambling advertisements are regulated with a dual oversight system to handle complaints effectively.

The ASA and the new Gambling Regulatory Authority will share responsibilities, ensuring stricter compliance with Ireland’s updated gambling laws.

With tighter ad restrictions and clearer complaint mechanisms, these changes promise a safer, more responsible gambling environment.

Discover how Ireland’s latest reforms are reshaping gambling advertising oversight and what this means for operators and consumers.

Ireland’s New Dual System for Gambling Ad Oversight: What You Need to Know

Key Points

1. Dual Oversight: Complaints will be split between the ASA and the Gambling Regulatory Authority based on the nature of the violation.
2. Stricter Ad Restrictions: The new framework bans gambling ads targeting children and introduces watershed rules for TV and radio.
3. Comprehensive Reform: The changes reflect Ireland’s commitment to responsible gambling through clearer laws and stricter enforcement.

Ireland’s Dual System for Gambling Ad Oversight Aims to Ensure Responsible Advertising

Ireland is taking significant steps to regulate gambling advertising through a dual complaint-handling system, jointly managed by the Advertising Standards Authority (ASA) and the Gambling Regulatory Authority of Ireland. This collaborative framework aims to enhance accountability and promote responsible gambling practices across all media platforms.

New Oversight System

The Irish Gambling Regulation Act, enacted last month, introduced comprehensive reforms to gambling advertising. Central to this is the division of responsibilities:

• The Gambling Regulatory Authority will oversee complaints related to breaches of specific legislative obligations, such as the newly established TV and radio watershed.
• The ASA will handle complaints regarding violations of the ASA code of standards, unrelated to the new legislation.

Orla Twomey, ASA’s chief executive, highlighted the importance of collaboration, stating:

“By working with the Gambling Regulatory Authority, we aim to ensure that the public can easily access information on responsible gambling advertising.”

The ASA has also partnered with the Irish Film Classification Office and Coimisiún na Meán to streamline regulatory processes.

Key Advertising Restrictions

The new legislation introduces some of Ireland’s strictest gambling advertising rules to date:

• Ad Restrictions by Time: Gambling ads are banned on television and radio from 5:30 a.m. to 9:00 p.m.
• Social Media Controls: Ads will only appear to users who actively subscribe to gambling-related content.
• Prohibition of Child-Targeted Ads: Any content portraying gambling as attractive to children or socially/financially beneficial is prohibited.

These restrictions reflect growing public concern about the impact of gambling ads, especially on vulnerable groups.

Addressing Legal Changes

The Gambling Regulation Act also revises Ireland’s anti-money laundering (AML) legislation, replacing older terms like “designated person” with a broader definition of “gambling services” in line with the EU Fourth Money Laundering Directive.

This change simplifies compliance requirements for operators and aligns Ireland’s laws with European standards.

A Unified Regulatory Vision

Anne-Marie Caulfield, CEO-designate of the Gambling Regulatory Authority, emphasized the importance of addressing public concerns efficiently:

“We aim to work closely with the ASA to ensure swift responses to issues related to gambling advertising.”

The new regulator is expected to become operational in mid-2025, marking a pivotal moment for Ireland’s gambling industry.

What This Means for Operators and Consumers

For operators, the dual oversight system underscores the need for compliance with stricter advertising rules. Non-compliance could result in penalties or reputational damage.

For consumers, the reforms ensure clearer protections against misleading or harmful gambling advertisements. The division of responsibilities between the ASA and the Gambling Regulatory Authority simplifies the complaint process, making it more accessible to the public.

Ireland’s dual system for overseeing gambling advertising is a critical step toward fostering a more responsible gambling environment. By dividing oversight between the ASA and the Gambling Regulatory Authority, the government ensures stricter enforcement and a clearer path for addressing complaints.

These changes not only protect vulnerable groups but also align Ireland’s gambling industry with international standards. As the new regulator prepares to take full control in 2025, both operators and consumers stand to benefit from a more transparent and accountable system.

With tighter restrictions, collaborative oversight, and comprehensive reforms, Ireland sets a benchmark for responsible gambling advertising worldwide. For operators, compliance is no longer optional—it’s a necessity. For consumers, this marks a new era of trust and accountability in the Irish gambling landscape.