Ireland’s gambling regulator has ordered the withdrawal of two casino promotional campaigns after concluding that they breached national advertising and consumer protection standards.
The Gaming and Liquor Regulation Commission (GLRC) determined that the promotions contained messaging that could mislead consumers about potential outcomes and failed to meet the transparency requirements set out under Ireland’s updated gambling framework.
According to the regulator, casino advertisements must present offers in a clear and balanced manner, avoiding exaggerated claims or assumptions that players are likely to win. The GLRC found that the promotions of the two disputed casinos did not sufficiently disclose the main terms and conditions and could create unrealistic expectations about bonuses or potential returns. As a result, both campaigns were officially banned from further circulation.
The regulator has stressed that promotional incentives, including welcome bonuses, free spins and matching deposits, must be accompanied by prominent disclosures stating wagering requirements, time limits and qualification criteria. Any omission or lack of clarity around these elements may be considered a breach of compliance obligations. The GLRC has reiterated that consumer understanding is essential for responsible gaming oversight.
This enforcement action forms part of Ireland’s broader efforts to strengthen advertising standards and prevent misleading marketing practices in the gaming industry. The Gaming and Liquor Regulatory Commission (GLRC) has determined that the promotions contained messages that could mislead consumers about possible outcomes and did not meet the transparency requirements set out in Ireland’s updated gaming framework.
Under the country’s modernised regulatory regime, authorities have placed increased scrutiny on how operators communicate promotional offers across digital, broadcast and social media channels.
The GLRC warned that operators failing to comply with advertising rules may face escalating sanctions, including fines, public reprimands or further regulatory restrictions. The decision signals a clear message to licensed casinos that promotional activity must prioritise transparency and player protection in line with Ireland’s evolving responsible gambling framework.
