The UK’s ASA has partnered with Ireland’s GRAI to streamline the complaints procedure for amusement and RMG advertising content.
Key Highlights of the Deal
Following its official launch, the GRAI, a newly established government institution, will be responsible for licensing and monitoring gaming brands' activities. After inking the contract with the ASA, the Irish agency will direct customers to submit complaints about gambling advertisements to the UK regulator.
The associations will cooperate to categorise requests concerning marketing communications:
- the GRAI will handle inquiries related to licensed facilities;
- the ASA will address all other applications.
This alliance aims to ensure gambling promotions comply with the ASA Code's core rules.
The ASA’s Partnership Network
This cooperation marks another significant milestone for the UK’s institution in strengthening ties with Ireland’s administrative framework.
Previously, the ASA signed a comparable agreement with the IFCO to streamline the review procedure of complaints related to advertisements in the cinema industry.
The ASA’s list of companions also includes Coimisiun na Mean, a statutory body overseeing web security and mass promotion regulation. Together, the organisations aim to establish a unified framework for monitoring and advancing regional commercial communications.
Comments from the Representatives
The ASA’s CEO expressed enthusiasm for collaborating with the agency, praising it as a prospective institution committed to safeguarding society, particularly youngsters, from ludomania. The representative emphasised her organisation's dedication to ensuring all gaming marketing communications are legal, fair, and transparent.
The latest agreement highlights the shared commitment of both parties to consumer protection. Together, they aim to foster greater responsibility and security within the gambling sector.
The GRAI’s CEO Designate emphasised the organisation's dedication to building a lawful and transparent entertainment industry. She highlighted the main aim of swiftly and efficiently addressing concerns regarding gambling ads. The contract reflects GRAI’s commitment to safeguarding clients, promoting informed choices, and implementing exemplary marketing communication standards.
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