Irish regulator partners with advertising watchdog to bolster standards
GRAI and ASA will work together to improve complaints process and uphold existing ASA Code on gambling marketing
Ireland’s newly established gambling regulator has partnered with the country’s advertising watchdog to “streamline” the complaints process around gambling ads.
The Gambling Regulatory Authority of Ireland (GRAI), which was formed following the passage of the Gambling Regulation Act 2024, will work with the Advertising Standards Authority for Ireland (ASA) to triage complaints from the public on marketing.
Under the plan, consumers can direct advertising complaints to the ASA rather than through the GRAI, the latter said.
Moving ahead, once the GRAI is officially established, it will then deal with complaints relating to operators that are licensed through the GRAI.
The ASA said it would handle “other complaints” related to entities not holding a GRAI licence.
Contact details for the relevant ASA figures will be shared by the GRAI directly with complainants and will also be posted on the regulator’s website.
The pair said the new partnership would help ensure that “gambling advertising content adheres to the high standards of the Advertising Standards Authority Code”.
The existing ASA code guidelines on gambling advertising include the requirement for ads to include responsible gambling messaging and not to explicitly target children.
Marketing materials must also not link gambling to personal, professional, financial or sexual success or feature anyone who is, or appears to be, under the age of 25.
The Gambling Regulation Act 2024 contained updates to advertising regulations, including a ban on ads being shown between 5.30am and 9pm as well as a total ban on social media marketing.
Customers must also actively opt-in to receive online ads under the new framework.
Anne-Marie Caulfield, GRAI CEO designate, said the partnership represented a commitment to driving up standards in the re-regulated market.
She said: “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 Standard 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.”
Orla Twomey, ASA CEO, added: “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.
“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.”