Dublin, Feb 25: Ireland’s advertising watchdog has ordered the withdrawal of two online gambling advertisements by TonyBet after ruling that they breached national standards by portraying betting as a way to make money.The Advertising Standards Authority for Ireland (ASAI) upheld complaints about the YouTube ads, finding that both promotions suggested gambling could resolve financial difficulties — a clear violation of the ASAI Code.“Make Money” Messaging Deemed MisleadingOne of the ads featured a man using his phone while sitting on a toilet, accompanied by the caption: “Only 3% of people can do this. Make money while sitting on the toilet.”The regulator concluded that the wording implied gambling was a simple way to earn income and downplayed the risks associated with betting.
Under Irish advertising rules, gambling promotions must not present wagering as a solution to financial problems or as a reliable source of earnings.ASAI ruled that the advertisement must be withdrawn and not appear again in its current form.Second Ad Focused on Financial HardshipA separate YouTube advertisement also drew criticism. It showed a woman holding a baby, alongside text stating: “It’s hard to pay my rent and take care of my babies, but I made $8,500 last month.”Complainants argued that the messaging targeted financially vulnerable individuals and suggested gambling could alleviate economic hardship. The regulator agreed, determining that the advertisement clearly portrayed betting as a means of overcoming personal financial struggles.ASAI found that the content breached the code and ordered its removal.Company Cites “Human Error”In response to the rulings, TonyBet said it had immediately discontinued the advertisements and reaffirmed its commitment to complying with Irish regulations.
The company attributed the issue to “human error,” explaining that the ads had been managed by a mobile affiliate partner. According to TonyBet, a new employee at the partner company failed to complete proper compliance checks before the material was uploaded to YouTube.The operator said its internal advertising guidance aligns with the ASAI Code and that campaigns typically undergo multiple approval stages. However, due to a high workload and a breakdown in communication with the third-party partner, the ads were reportedly launched without final review.TonyBet stated that it has since introduced additional training sessions for stakeholders and is reassessing its relationship with the affiliate involved.Wider Regulatory ScrutinyThe Irish decision adds to previous regulatory scrutiny faced by the operator elsewhere in Europe. In the Netherlands, TonyBet has previously been warned over compliance issues, including customer service requirements and the offering of certain betting markets restricted under Dutch law.Ireland has taken an increasingly firm stance on gambling advertising, particularly where marketing may appeal to vulnerable groups or suggest financial gain as a primary benefit of betting.
The ASAI rulings underline a broader regulatory trend across Europe: gambling operators are expected to market their services responsibly and avoid messaging that frames wagering as a path to financial security.As regulators continue to tighten oversight, industry observers say companies operating across multiple jurisdictions face growing pressure to ensure that advertising standards are consistently met in every market.
