UK's Advertising Standards Authority partners with Ireland's Gambling Regulatory Authority

The UK's Advertising Standards Authority (ASA) announced that it has partnered with the Gambling Regulatory Authority of Ireland (GRAI), a new statutory body that, once established, will be responsible for the licensing and regulation of gambling services in Ireland, to streamline the process for complaints around advertising for gambling.

GRAI will now advise consumers they can direct complaints about gambling advertising to the Advertising Standards Authority.

Under the new partnership, ASA and GRAI will work collaboratively on triaging complaints around marketing communications for gambling in Ireland. The GRAI will in the future deal with complaints regarding entities who hold a license with the organization, whilst the Advertising Standards Authority will handle other complaints. 

This strategic partnership follows the recent collaboration between ASA and the Irish Film Classification Office (IFCO) to streamline the complaints process for advertising in cinemas and cinema-related promotions across other media outlets.

Additionally, ASA has signed a Cooperation Agreement with Coimisiún na Meán, the statutory body responsible for online safety and media regulation, to establish a cooperative framework on shared interests in advertising and commercial marketing communications.

The partnership between ASA and the GRAI seeks to ensure that gambling advertising content adheres to the standards of the Advertising Standards Authority Code. Contact details for the Advertising Standards Authority will be shared by GRAI directly with complainants and will be included in the advertising section of the GRAI website.

Orla Twomey, Chief Executive of the Advertising Standards Authority, said: “We are delighted to partner with GRAI, a new organization 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”

Anne-Marie Caulfield, CEO Designate, GRA, said: “The GRAI, once established, 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 Act contains a number of restrictions on licenses in relation to advertising, social media, and more.

“It will also create awareness of problem gambling and establish safeguards to address it. 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.”