Ireland’s Advertising Standards Authority (ASA) has upheld complaints against two sponsored YouTube advertisements published by operator TonyBet, ruling that the content breached core provisions of the Irish advertising code by portraying gambling as a source of income and by downplaying associated risks. The advertisements have been ordered withdrawn and may not reappear in their current form.
The rulings were published in the ASA’s February 2026 “Recent Complaint Decisions” bulletin, covering marketing communications across digital and broadcast platforms that were found to contravene national advertising standards.
ASA Finds TonyBet Ads Breached Social Responsibility Standards
According to the published adjudication, one TonyBet advertisement suggested that only a small percentage of people could “do this”, implying the ability to generate money easily through gambling. The ASA concluded that the message created the impression that betting could serve as a reliable or simple income source, a portrayal inconsistent with the Code’s requirement that gambling advertising must not mislead consumers or minimise risk.
A second TonyBet promotion referenced significant monthly earnings alongside imagery linked to financial hardship. The complaints council determined that this framing risked presenting gambling as a solution to economic difficulty, which breaches the Code’s provisions on social responsibility and the protection of vulnerable audiences.
Following the decision, TonyBet stated that the advertisements had been published without appropriate compliance review and attributed the breach to third-party handling error. The operator confirmed that enhanced internal approval processes have since been implemented.
Advertising Oversight in the Irish Market
Ireland’s ASA operates under a self-regulatory model that requires advertising to be legal, decent, honest and truthful. Gambling promotions are subject to particular scrutiny given their potential to influence vulnerable groups. Marketing communications must avoid suggesting that gambling can provide financial security, employment alternatives or guaranteed returns.
While the ASA does not levy financial penalties, it can mandate the removal or amendment of content and publicly publish its rulings. In practice, such activity creates reputational and compliance pressure on operators and their marketing partners.
The TonyBet decisions reinforce the compliance expectations surrounding online gambling in Ireland, where digital advertising remains a dominant acquisition channel and regulatory oversight of messaging is intensifying.
Regulatory Alignment and Licensing Framework
The ASA’s enforcement activity sits alongside broader structural reforms in Ireland’s gambling sector. The country is progressing toward a formalised licensing and compliance regime designed to centralise regulatory authority and standardise enforcement expectations across operators.
As Ireland transitions into a more consolidated regulatory model, advertising compliance is increasingly viewed as an operational control issue rather than a purely marketing concern. Operators are expected to demonstrate proactive governance over affiliate campaigns, agency-produced content and influencer partnerships.
Compliance Implications for Operators and Affiliates
The February adjudications serve as a practical compliance reminder for licensed operators and their marketing partners operating in Ireland. Beyond the immediate removal of specific advertisements, the rulings highlight how advertising oversight bodies interpret risk-based messaging and financial implication claims in gambling promotions. For operators relying heavily on digital acquisition channels, the decisions reinforce that advertising compliance must be treated as a core governance function rather than a downstream marketing check.
The determinations provide several clear operational signals:
- Gambling promotions must not imply guaranteed or easy income.
- Marketing cannot position betting as a remedy for financial hardship.
- Compliance review procedures must extend to all social media and digital placements, including paid influencer content.
In an environment where adjudications are published publicly and accessible to media and consumer groups, reputational exposure may carry consequences beyond immediate campaign withdrawal. Operators must therefore ensure that internal review frameworks, third-party agency oversight and affiliate governance structures are sufficiently robust to prevent similar breaches.
Reinforcing Responsible Gambling Communication
The ASA’s decision to uphold complaints against TonyBet underscores Ireland’s strict interpretation of responsible gambling messaging standards. By prohibiting advertisements that framed betting as a financial opportunity, the authority reaffirmed that marketing must accurately reflect the inherent risks of gambling.
As Ireland’s regulatory landscape evolves toward a more formalised licensing regime, advertising oversight is becoming a central pillar of compliance. Operators active in the market will need to ensure that promotional strategies, particularly across digital platforms, are supported by rigorous internal review mechanisms and aligned with both statutory and self-regulatory standards.