Advertising is one of the most significant areas addressed by the Gambling Regulation Act 2024. As Ireland moves towards a modern gambling regulatory framework, operators must ensure their marketing activities comply with the new rules designed to protect consumers and reduce gambling-related harm.

Whether promoting a casino, gaming centre or amusement venue, operators should understand that advertising is no longer simply a marketing function—it is now a compliance responsibility.

This guide explains what Irish gambling operators need to know about advertising under the Gambling Regulation Act 2024.

The Gambling Regulation Act 2024 introduces stronger safeguards around gambling advertising, with a particular focus on protecting children and vulnerable individuals.

The Gambling Regulatory Authority of Ireland (GRAI) has responsibility for regulating gambling advertising and may issue guidance, licence conditions and enforcement measures relating to promotional activities.

Operators should review all advertising practices before publishing marketing campaigns.

One of the most widely discussed measures is the prohibition on gambling advertising on television and radio between 5:30 a.m. and 9:00 p.m. The purpose of this restriction is to reduce children’s exposure to gambling advertising during peak viewing and listening hours.

Operators planning broadcast campaigns should ensure advertisements are scheduled outside the restricted period and work closely with media agencies to ensure compliance.

Many operators now rely heavily on Facebook, Instagram, TikTok and other social media platforms.

Although digital marketing offers greater flexibility, operators remain responsible for ensuring advertising complies with Irish law. Businesses should consider:

Social media content should always be reviewed before publication.

The Gambling Regulation Act 2024 places significant emphasis on protecting children from gambling advertising. Operators should avoid marketing that includes:

Advertising should be designed for adult audiences and should never encourage underage participation.

Every operator should establish a documented approval process before advertising is published. A simple approval checklist might include:

Having a documented approval process demonstrates a proactive approach to compliance.

Many operators outsource advertising to marketing agencies or freelance designers. However, outsourcing creative work does not remove the operator’s legal responsibilities. Businesses should ensure external agencies understand:

Final approval should always remain with the operator.

Influencer marketing has grown rapidly across Ireland. Operators should exercise caution before working with influencers or content creators. Considerations include:

Businesses remain accountable for marketing carried out on their behalf.

Maintaining records of advertising campaigns can assist operators during future regulatory reviews. Businesses should retain:

Good documentation demonstrates that compliance was considered before publication.

The Gambling Regulation Act 2024 is being introduced on a phased basis, and advertising requirements are expected to continue evolving through regulations and guidance issued by GRAI. Operators should regularly review:

The Irish Amusement Trades Association (IATA) provides guidance to gaming and amusement operators on regulatory developments, compliance and industry best practice.

As Ireland’s gambling framework continues to evolve, ensuring advertising complies with the Gambling Regulation Act 2024 is essential for protecting both customers and businesses.

Operators who establish clear advertising policies today will be better prepared for tomorrow’s regulatory environment.