Irish regulator scraps TonyBet adverts over breach

Ireland’s gambling regulator has ordered the withdrawal of advertising material from TonyBet after identifying compliance breaches.

This is one of the first enforcement actions under the country’s tightening advertising framework. As part of their broader gambling reform, Irish authorities have increased their scrutiny of marketing practices. The aim is to improve consumer protection and reduce harm.

The TonyBet decision is a clear message to other operators in the Irish Market. Advertising standards are certainly being monitored and enforced.

Advertising breach prompts regulator action

The regulator determined that certain TonyBet adverts did not meet required standards under Ireland’s updated gambling advertising rules. The authority confirmed that they must be removed.

"Only 3% of people can do this. Make money while sitting on the toilet." - The problematic ad content implied it was easy to make money while on the toilet.

Ireland has been overhauling its gambling legislation recently. Older fragmented laws have been replaced with a more centralised and modern regulatory structure. Advertising and promotional activity have been a big part of this.

The restrictions are designed to limit exposure to vulnerable audiences. Irish regulation are there to make sure messaging is socially responsible and not misleading.

The regulator’s intervention shows how this all pans out in reality. It’s not just theory.

Marketing under the microscope

Advertising has become one of the most closely monitored aspects of gambling regulation across Europe.

In several jurisdictions, regulators have introduced stricter content rules, watershed restrictions and bonus transparency requirements. Irish policymakers have signalled similar priorities, particularly around safeguarding young people and preventing normalisation of gambling.

By scrapping TonyBet’s adverts, the regulator appears keen to establish early enforcement credibility.

All this shows operators that they need decent internal review processes. Even minor compliance oversights can lead to reputational impact and regulatory scrutiny.

A signal of what’s to come

Ireland’s new regulatory direction comes within a broader European trend. There’s a general tightening of controls to do with gambling marketing. Rules have recently been changed in the UK too.

Authorities are now focusing on responsible messaging, affordability concerns and the impact of advertising exposure.

The action against TonyBet does not represent a major financial penalty. However, it serves as an early reminder that Ireland’s reformed framework carries practical consequences.

As the regulator continues to embed its powers, further scrutiny of operator marketing practices is likely.

For now, the message is straightforward: Ireland’s advertising rules are in force, and enforcement has begun.