06 October 2026
The Gambling Regulatory Authority of Ireland (GRAI) has published crucial new guidance for operators, as the much-anticipated first phase of licensing under the Gambling Regulation Act 2023 begins.
The GRAI released its Guidance on Advertising Obligations in October 2023. The document provides practical direction on how the advertising restrictions and related obligations set out in the new Act apply.
This guidance is hugely significant as the first wave of licensing opens, bringing remote betting and betting intermediary licenses into effect from 1 July 2023. In-person betting licenses are due to follow later in the year.
"The phased introduction of licensing in 2023 and 2024 is crucial to give operators time to get to grips with the new regulatory requirements," explains GRAI spokesperson Aoife Gallagher. "The guidance on advertising is a key piece of the puzzle for operators, alongside other practical documents we have published this year."
The new advertising guidance covers a wide range of issues, from what constitutes gambling advertising, through to what restrictions apply, and what markers must be included in every ad. The GRAI's aim is to ensure advertising is not targeted at vulnerable groups, is clear in communicating risks, and does not provide misinformation.
Perhaps most crucially for operators, the guidance clarifies the onus on advertisers to verify the age of any individuals targeted by ads – a key consumer protection measure. The guidance also sets out record-keeping obligations.
GRAI's taxpayer-funded advertising push
Meanwhile, the GRAI says it has adopted a taxpayer-funded advertising push to raise awareness of the changes, and the dangers of problematic gambling. In October 2023, the regulator published a suite of gambling awareness materials for teens, young adults, and their parents - including cartoon advertisements and detailed FAQs.
According to GRAI Chairperson Molly Brennan, the spend is necessary to educate consumers and change hard-wired behaviors. Ireland's prolonged period of self-regulation, Brennan argues, allowed serious consumer harm under the watch of operators focused only on their bottom line.
Tighter rules on customer protections
The new advertising guidance comes as the GRAI has also issued tough guidance on how licensees must verify customers' age and prevent gambling harm. The organisation warns operators found to be flouting the rules face harsh fines, license loss and prosecution.
From 1 July, all in-person, remote and betting intermediary services must "take reasonable steps" to verify customers are over 18.
The regulator has also clarified how the National Gambling Exclusion Register operates. Online gambling operators must not deactivate any accounts held by a current or past self-excluder.
In a statement, Oisín Mongan, Director of Regulatory Operations for the GRAI notes that the GRAI has been consulting extensively on these measures. This process, he says, will continue to guide the phased roll-out of B2C gambling licensing into 2024.
"The goal is to give operators a clear and reasonable path in complying with requirements, and to give consumers the strong protections they expect, and need," says Mongan.
Implications for operators
The guidance has wide-reaching implications for both incumbent and new operators, providing increased clarity on consumer protection obligations and advertising rules in particular.
Paddy Power, Ireland's biggest remote gambling operator, did not respond to requests for comment.
Citizens Information, the consumer body, says that the new guidance provides long-needed clarity on what operators must do to protect minors and vulnerable groups.
"We welcome the increased scrutiny of operators under new laws due to come into effect this year," says Fiona McNamara, Citizens Information's expert lead in gambling regulation.
In a statement, Citizens Information says that the new laws are long overdue in protecting consumers, even if the phased requirements give operators time to adapt.
"While the reforms will be phased in, we believe operators will be under the biggest pressure in this reform since gambling was legalised in 1924," says McNamara.
What happens next?
The GRAI now says it will proceed to phase 2 of the licensing program, currently scheduled for February 2024. Phase 2 will see gambling intermediary and internet gaming licenses issued, with more consumer protections added at this point, including a ban on the use of credit cards for gambling.
At this point, the GRAI hopes to begin the challenging task of overseeing the transition of B2B gambling providers into the new regulatory scheme, a process the Authority has not committed to a timetable for yet.
Remaining on the GRAI's to-do list are evolving provisions around data protection and usage, and the issue of gambling advertising limits, which remain to be clarified in regulatory guidelines, but which may be the subject of further legislative action.