The new Gambling Regulatory Authority of Ireland is set to toughen up advertising regulations. It will do this in collaboration with the Advertising Standards Authority. This is discussed in depth below.
To implement stricter controls on gambling advertising, the Gambling Regulatory Authority of Ireland has partnered with the Advertising Standards Authority (ASA). Together they will aim to make complaints procedures related to gambling advertising more efficent and easier. They will also ensure gambling advertising content sticks to the codes already in place.
Changes to Gambling Advertising
The partnership, announced on the 11th of December, will see the two organisations work together on gambling advertising across traditional media and the online forum. It is believed that the GRAI will handle the complaints and queries surrounding licensed operators. The Advertising Standards Authority will deal specifically with other gambling advertisement issues. Quarterly meetings will ensure they share information and data.
Orla Twomey is the Chief Executive of the Advertising Standards Authority in Ireland. She added “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.”
The service for complaints on these matters will remain free and can be done in two ways. A form can be filled in anonymously and submitted online through the Advertising Standards Authority. They will then follow up and may take action. The public can also file a more formal complaint related to the content of an ad.
Introducing a Watershed
One of the rules that will be enforced will be a strict watershed for the advertising of gambling services. This will be set at 9 pm, aimed at limiting advertising and its impact on the young. Over 20% of 16-year-olds in Ireland have gambled, mostly males. This will help reduce their exposure to gambling content.
This has sent shockwaves through the horse racing community. A sport that is huge in Ireland, it is synonymous with placing a bet. This means that some of this year’s festivals, including Cheltenham, could be the final time adverts for gambling companies are displayed while the race takes place. That may impact the €120 million that is gambled on the event by Irish betters each year.
The Social Impact Fund Delayed
Breaching these laws can mean extremely tough penalties. Currently, it stands at €20 million or alternatively, 10% of a company’s annual turnover. Company executives who flout this can also face prison sentences of up to 8 years.
While these laws are in-depth and fines are tough, the government is giving companies plenty of time to implement them. They are the first regulatory updated gambling laws since 1956, and bring the country up to date with modern online methods of gambling and media. It is expected that they won’t be fully operational until the middle of 2026.
Despite being formed in March the GRAI currently has no method of enforcing them. Justice Minister Jim O’Callaghan confirmed this means a date of next year at the earliest.
This will have a knock-on effect on the Social Impact Fund. This was a planned support service to assist those who had gambling-related problems and addiction. For it to work, gambling companies need to be registered. The fees, fines and penalties accrued would make up the bulk of the money for the fund. A percentage based on the turnover of a gambling company would also be donated. This would then be given to eligible gambling charities. A key authority for the rollout, it was expected to have 35 staff by the end of this year.
Labour TD Mark Wall then explained how those with gambling addiction can not afford further delays. A study in 2023 by the ESRI found that 130,000 suffered from problem gambling issues. A further 279,000 were classified as experiencing moderate gambling-related harm.
Further Changes to Regulations
Online operators will also have strict requirements placed on them. As well as age verification systems, they must also have self-exclusion schemes and spending limits. Furthermore, systems must be put in place that monitor players and help detect signs of problem gambling.
These are not the only changes being made by the GRAI. They’re also seeking to ban certain promotions, such as free bets. Credit cards will also not be eligible for use when gambling. This scheme is used in many countries to prevent gamblers from building up gambling debt on credit.
Another change involves the use of verification with photo identification online. It is hoped this will prevent those under the age of 18 from being able to open accounts.
The worry is that Ireland will become too strict in its approach. This has been seen in US states, and it often has the result of driving people to offshore operators. This is not something the state wants. It must monitor the results over the long term and be willing to make amendments, to ensure it is protecting its public.
