1. General Principles for Advertising

 

All gambling advertising in Ireland must:

 

• Be socially responsible and not encourage excessive or harmful play

• Be factually accurate and not mislead players

• Clearly identify gambling risks

• Avoid suggesting gambling is a solution to financial problems

• Never imply that skill can eliminate chance

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Marketing must always prioritise consumer welfare and avoid glamorising gambling.

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2. Advertising Restrictions

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Operators must comply with restrictions on timing, placement and content. 

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Timing - Certain time-of-day restrictions will apply to protect minors and vulnerable audiences.

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Placement - Ads may not appear:

• Near schools, youth facilities or children’s programming

• In media or platforms with a significant under-18 audience

• In physical or digital environments primarily targeted at minors

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Content - Advertising must not:

• Feature or appeal to minors

• Use celebrities, influencers or sports personalities in ways likely to appeal to under-18s

• Make unsubstantiated claims

• Suggest gambling enhances social status, success or attractiveness

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3. Sponsorship Rules

 

Operators sponsoring events, teams or broadcasts must ensure:

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• Branding is used responsibly

• No placement on youth jerseys or children’s events

• Compliance with all visibility and exposure guidelines

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GRAI may introduce additional sponsorship restrictions in future phases.

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4. Promotions, Bonuses & Inducements

 

Inducements are tightly regulated to prevent risky play. Permitted promotions must:

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• Include clear terms

• Have transparent wagering requirements

• Not penalise players unfairly

• Not be misleading or designed to exploit vulnerable persons

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Certain inducements may be restricted entirely.

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5. Affiliates & Third-Party Marketers

 

Operators remain fully responsible for all marketing carried out on their behalf. This means:

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• Affiliate content must meet GRAI standards

• Operators must supervise and audit affiliates

• Non-compliant marketing by third parties may result in enforcement action against the licence holder

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6. Mandatory Messaging

 

Advertising must include:

 

• Safer-gambling statements

• Information about self-exclusion

• Age restrictions

• Responsible gambling resources

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The exact format and wording will be specified by GRAI codes of practice.