The Emerald Isle: Users Need to Explicitly Agree to See Online Betting Advertisements –
Under the nation’s newly implemented gambling regulatory legislation, Irish users must actively agree to receive gambling advertisements on streaming and video platforms or social media.
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The Emerald Isle: Users Need to Explicitly Agree to See Online Betting Advertisements
While Ireland had initially suggested a full prohibition on advertisements on social media in November, the final version of the legislation relaxed these rules, instead providing users with more control over the content of the advertisements they encounter.
However, this “opt-in” approach will also be applied to other online spaces, such as streaming and video websites.
“Our objective is that an individual should only receive gambling advertisements if they have chosen to receive them on on-demand or media-sharing platforms, or in the case of social media, only if a person has signed up for these services and platforms and consented to receive such ads,” stated James Brown, Ireland’s Minister for Law Reform, who is responsible for the bill.
Meanwhile, television and radio advertisements will be subject to time constraints, preventing gambling advertisements from being broadcast between 5:30 AM and 9:00 PM.
The legislation, according to Brown, grants extensive authority to regulatory bodies, enabling them to control the timing, location, and circumstances surrounding the dissemination of gambling advertisements. This includes the ability to set limits on the frequency, duration, and quantity of such ads.
Upon the initial release of the bill’s text, iGB highlighted that the language concerning the prohibition of free bets and other incentives was sufficiently broad to potentially restrict the use of any promotional activity as an inducement for gambling within Ireland.
Brown provided clarification on this point, seemingly drawing a distinction between promotions aimed at individual consumers and those that are indiscriminately directed at the general populace.
While incentives targeted at “individuals” will be entirely prohibited, with senior executives of companies potentially facing criminal charges, the regulations governing the latter will be determined by the minister in consultation with the regulatory agency.
Brown emphasized that the bill establishes “a new offense for a licensee providing any form of inducement to an individual to encourage them to engage in gambling or continue gambling. This encompasses offering hospitality or VIP treatment, free bets, or preferential treatment/better odds to entice an individual to gamble.”
This stands in contrast to promotions that are less targeted.
We can establish guidelines to hinder or restrict gambling enterprises from offering incentives that encourage individuals to participate in wagering,” he stated. “This follows discussions with the authorities overseeing these entities.”
**Irish Gaming Legislation**
The proposed legislation is currently under consideration by the Irish legislature. It is subject to modification prior to finalization.
Upon approval by the legislature, the bill will be reviewed by the Senate and subsequently endorsed by the President.
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