Ireland is about to take a bold step in the fight against problem gambling, with sweeping new rules set out in the upcoming Gambling Regulation Bill. The legislation, expected to come into force within the next 12 months, will overhaul how gambling is advertised and regulated across the country.

What Will the Gambling Regulation Bill Do?

The Bill introduces some of the strictest advertising controls ever seen in Ireland’s gambling sector. Key measures include:

• A 5:30 AM to 9:00 PM ban on gambling advertisements on television, radio, and online platforms
• A crackdown on promotional incentives, including the banning of free bets, special sign-up offers, and loyalty schemes that may encourage excessive gambling
• The creation of the Gambling Regulatory Authority of Ireland, an independent body with strong enforcement powers

The new authority will regulate gambling services, protect vulnerable individuals, and ensure industry compliance with consumer protection standards.

Why Is This Happening Now?

Ireland’s existing gambling laws are considered outdated, with many regulations tracing back to the 1930s and 1950s. The rise of online betting and 24/7 digital gambling access has outpaced legislation, leading to growing concerns about addiction and harm—particularly among young people.

According to the Health Research Board, up to 55,000 people in Ireland are experiencing gambling-related problems, with many more at risk. The government’s push for reform is backed by public support and a strong desire to safeguard vulnerable individuals from industry overreach.

Who Will Be Affected?

These changes will significantly impact:

• Gambling operators, who will need to rethink marketing strategies and comply with stricter ad placement rules
• Broadcasters and media platforms, losing a key revenue stream from gambling promotions during daytime hours
• Punters, who will no longer be bombarded with tempting ads during sports matches, daytime television, or across social media feeds

It also means online influencers, sports personalities, and celebrities may be barred from appearing in gambling promotions, particularly those that could appeal to children or young adults.

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