Irish regulator removes TonyBet advertising over gambling rule breach
Ireland’s gambling regulator has ordered the removal of advertising from TonyBet after determining that the operator breached key provisions of the country’s gambling advertising and consumer protection rules.
The Gaming and Liquor Regulation Commission (GLRC) stated that the ads in question failed to comply with standards designed to safeguard players and ensure responsible marketing practices.
Under Ireland’s revised gambling framework, all licensed operators must adhere to specific rules on how gambling products can be marketed to the public. The GLRC found that certain promotional materials used by TonyBet included messaging or placement that could encourage gambling among vulnerable groups, leading to the enforcement action.
As a result of the decision, the regulator has directed media outlets and platforms carrying the advertisements to take them down. The GLRC emphasised that adherence to advertising rules is essential to maintaining player protection and market integrity, and that sanctions will be applied when operators fail to meet regulatory expectations.
The move underscores Ireland’s focus on responsible gambling oversight under its updated regulatory regime, which places significant emphasis on transparent marketing, age-gate compliance, and clear messaging to prevent gambling harm.
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