ASA partners with Gambling Regulatory Authority of Ireland

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The Advertising Standards Authority (ASA) has formed a partnership with the Gambling Regulatory Authority of Ireland (GRAI), the forthcoming statutory organization tasked with licensing and regulating gambling services within Ireland, to simplify the handling of gambling advertising complaints.

Now, consumers will be advised by GRAI to submit complaints concerning gambling advertisements directly to the Advertising Standards Authority. This new collaboration will see the ASA and GRAI working jointly to assess and manage complaints related to gambling marketing communications in Ireland. Specifically, GRAI will manage complaints pertaining to its licensed entities, while the Advertising Standards Authority will address all other complaints.

This strategic partnership comes after the ASA’s recent collaboration with the Irish Film Classification Office (IFCO), which streamlined complaint handling for cinema advertisements and related promotions across various media. Moreover, ASA has signed a Cooperation Agreement with Coimisiún na Meán, the statutory body regulating online safety and media, to establish a cooperative framework for shared advertising and commercial marketing communication interests.

These actions reinforce the ASA’s leading role in Irish advertising, building public trust and confidence in advertising standards. The ASA’s partnership with the GRAI further emphasizes both organizations’ dedication to ensuring gambling advertising complies with the stringent requirements of the Advertising Standards Authority Code.

Orla Twomey, the Chief Executive of Advertising Standards Authority, mentioned:

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.

Anne-Marie Caulfield, the CEO Designate of GRAI, added:

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 licences 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.