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Ireland’s nascent regulator has announced an arrangement with the country’s advertising authority that will see the ad body handle some gambling marketing complaints.
The Advertising Standards Authority (ASA) of Ireland announced this week that it had agreed a partnership with the Gambling Regulatory Authority of Ireland (GRAI) to solve ad complaints.
Under the terms of the agreement, the gambling regulator will tackle issues relating to licensed operators that are identified by the general public, while the ASA will examine any unlicensed gambling advertising complaints.
The GRAI is set to become Ireland’s new all-encompassing gambling regulator once it is fully established.
Its creation has been in the works for well over a year, in anticipation of the passage of the Gambling Regulation Bill, which was signed into law in October.
Once it is fully operational, the GRAI will refer consumer advertising complaints about unlicensed operators to the ASA, which has already established a set of gambling advertising guidelines.
These include not implying that gambling can lead to financial success or suggesting that gambling is a rite of passage into adulthood.
“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,” said Orla Twomey, the ASA chief executive.
“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,” she said.
Anne-Marie Caulfield, CEO designate of the GRAI added: “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.”
Ireland’s new gambling law includes several advertising restrictions, including a gambling advertising watershed between 5:30am and 9pm.
Although the law is in effect, several secondary regulations still need to be created and it remains unknown when the GRAI will be fully established and begin accepting licence applications.
A spokesperson for the regulator told Vixio in November that it was “working closely with stakeholders, including current licensing bodies, to facilitate the necessary transition arrangements required for the GRAI to assume responsibility for licensing, including the development of secondary legislation to support the transition”.
