British and Irish Regulators Join Forces to Control Gambling Advertising

Key Details of the Contract

The GRAI is a new government agency that will handle licensing and monitoring gaming operators’ work after its official launch. Following signing the deal with the ASA, the Irish institution will inform consumers that they can send complaints about gambling ads to the UK’s regulator.

The 2 organisations plan to collaborate to classify requests regarding marketing communications:

• the GRAI will review inquiries against licensed entities;
• the ASA will process other applications.

The union of jurisdictions is intended to ensure maximum compliance of promotion content in the gaming sector with the core rules laid out in the ASA Code.

Partnership Network of Britain’s Authority

The agreement is another successful step for the UK agency in increasing cooperation with the Irish administrative apparatus.

Great Britain’s regulator earlier announced signing a similar deal with the IFCO to optimise the process of analysing complaints about promotion in cinemas and media related to the film industry.

The list of the ASA’s partners also includes the statutory body Coimisiún na Meán, which is responsible for digital safety and regulation of mass advertising. The 2 organisations are tasked with creating a joint structure to control and develop regional commercial communications.

Insights from the Parties

The ASA’s CEO expressed delight about working with the Irish body, a new and ambitious organisation that helps protect society from addictive gambling, specifically among minors. According to Orla Twomey’s statement, her institution’s primary aim is to ensure that all gaming marketing communications are lawful, fair, and honest.

The recent contract underlines the 2 agencies’ shared devotion to consumer safety. They will work together to make the industry more responsible and secure.

The GRAI’s CEO Designate noted that the newly established authority will focus on fostering a legal and transparent gambling sector. Anne-Marie Caulfield’s goal is to deal with concerns about niche ads as quickly and effectively as possible. The agreement underlines the Irish regulator’s commitment to protecting users, ensuring they are entirely informed, and using the best marketing communications models.

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