The Emerald Isle: Folks will need to actively choose to see online gambling advertisements.
The nation’s fresh gambling rules mean that Irish citizens must actively opt to receive gambling ads on streaming and video sites or social media platforms.
Home > Legal Matters and Adherence > Ireland: Consumers must “opt-in” to receive gambling ads online
Ireland: Consumers must “opt-in” to receive gambling ads online
While the Emerald Isle had considered a total ban on online advertising in November, the final version of the law has softened these stipulations, instead giving individuals more control over the advertisements they encounter.
On the other hand, this “opt-in” approach will also be applied to various other online areas, such as streaming and video websites.
“This law is designed to ensure that individuals only receive gambling ads on on-demand or media sharing platforms if they choose to receive them, or in the case of social media, only if individuals have subscribed to these services and platforms and have agreed to receive such ads,” stated Ireland’s Minister for Law Reform, James Brown, who has been leading the bill.
Meanwhile, television and radio advertising will be subject to time-based restrictions, prohibiting gambling ads from being aired between 5:30 am and 9:00 pm.
This legislation also grants regulators extensive authority, enabling them to control the timing, location, and circumstances under which gambling advertisements can be broadcast, presented, or disseminated, and to define the rate, length, and quantity of advertisements.
When the legislation was initially revealed, iGB observed that the language concerning the prohibition of free wagers and other inducements was quite comprehensive, potentially limiting the use of any promotional activity as a motivator for gambling in Ireland.
Brown clarified this, seemingly drawing a distinction between promotions aimed at individual customers and those directed indiscriminately at the general population.
While incentives directed at “individuals” would be completely prohibited, with company executives involved potentially facing criminal charges, the regulation of the latter would be determined by the minister in collaboration with regulators.
According to Brown, the legislation establishes a “new offense” of a licensee providing any form of incentive to any person to encourage them to gamble or continue gambling. This encompasses offering hospitality or VIP treatment, free wagers, or preferential treatment/better odds to entice someone to gamble.
This stands in contrast to less targeted promotional activities.
We can establish regulations that hinder or restrict gambling enterprises from providing promotions that encourage individuals to participate in wagering,” he stated.
The Irish Gaming Legislation
This legislation is still under development by the Irish legislature, so it is subject to modification.
Following the legislature’s vote, the bill will be debated by the Senate, and subsequently, the President will endorse it into law.
Subscribe to the iGaming News Bulletin