The Advertising Standards Authority (ASA) and the Gambling Regulatory Authority of Ireland (GRAI) have partnered to enhance the regulation of gambling advertising in Ireland. After it is completely formed, the new statutory agency will be in charge of licensing and overseeing gambling services in Ireland. The goal of this collaboration is to ensure a more effective and transparent system by streamlining the procedure for addressing consumer complaints against gambling advertising.
Collaboration for Better Complaint Management
As part of the partnership, GRAI will now guide consumers to direct their complaints about gambling advertisements to the ASA. The two bodies will work together to triage complaints, dividing responsibilities based on the type of gambling entity involved. Specifically, GRAI will address complaints about licensed entities under its jurisdiction, while the ASA will handle issues with other complaints. This collaborative effort is set to improve the response time and accountability in handling gambling-related advertising concerns.
This new partnership builds on previous ASA collaborations, such as its recent agreement with the Irish Film Classification Office (IFCO) to streamline the complaints process for cinema-related promotions. Moreover, ASA has signed a Cooperation Agreement with Coimisiún na Meán, Ireland’s statutory body for online safety and media regulation, to establish a framework for addressing shared interests in advertising standards.
The partnership between ASA and GRAI underscores a joint commitment to maintaining high standards in gambling advertising. Orla Twomey, Chief Executive of the Advertising Standards Authority, expressed her enthusiasm for the collaboration: “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.”
Anne-Marie Caulfield, CEO Designate of GRAI, highlighted the importance of the partnership in reinforcing public protection: “The GRAI 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 partnership reiterates our commitment to safeguard the public, and to ensure they are informed and protected by upholding the highest standards of marketing communications.”
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