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- Why you see Ad on betting links: ASA rules and the Act's advertising sections
Regulation
Why you see Ad on betting links: ASA rules and the Act's advertising sections
Betting adverts in Ireland are governed today by Section 10 of the ASA Code and its general rules, not by the Gambling Regulation Act's advertising sections 143 to 151, which were not in force on 21 October 2026. The ASA's 2023 guidance asks for the word Ad at the start of affiliate content. Where this site carries a commercial link, it is marked Ad.
Why does a betting link say Ad?
The ASA Guidance on Influencer Advertising and Marketing 2023 uses the label "Ad", written #Ad in social posts and sometimes Fógra in Irish. It goes first in the text block, in a visible place, not at the end.
For affiliate content on a website, a single link is not enough. The label must be present. Our how we make money page explains when a link earns a commission.
Bottom line: Ad means the link is commercial, and it comes first.
Which advertising rules apply today?
| Rule | What it says, in our summary |
|---|---|
| ASA 10.10 | Each gambling advert includes a call to gamble responsibly and names a source of information |
| ASA 10.12(k) | No promise of winning and no unrealistic outcomes |
| ASA 10.12(c) | Gambling is not presented as a way to solve money problems or replace work |
| ASA 10.13 | Claims about winnings are factual only |
| ASA 10.17 | Not aimed at under-18s; no people who look younger than 25 |
| ASA 10.3 | The rules reach foreign operators too |
| ASA 3.1 | Affiliates must follow the Code |
| ASA 3.31 and 3.32 | An advert must not be presented as an editorial review |
| ASA 5.22 | The word "free" is acceptable only if the customer pays no more than minimal costs |
| E-Commerce Regulations, reg 8 | A commercial message, and the party behind it, must be clearly identified; promotion conditions must be easy to find |
| Consumer Protection Act 2007, s.55(1)(qa) | Showing search results with an undisclosed paid placement is a banned practice; whether it covers a static ranking page is not clear |
| Act s.110(1)(b) | A licensee shows its registration number in all its advertising |
| Act s.75 | The GRAI can seek a High Court order against advertising of unlicensed betting |
Bottom line: the ASA Code, consumer law and two Act sections already govern betting advertising.
Which advertising sections of the Act are not in force?
Sections 143 to 151 of the Gambling Regulation Act 2024 were not yet commenced in the Statute Book table updated to 21 October 2026.
They include the general duties of s.143, mandatory advert wording under s.144, social media under s.146, e-mail and SMS under s.147, prohibited material under s.148 and the broadcast ban under s.149.
The GRAI says a date will be announced and a public consultation will come first.
We found no GRAI news of a commencement up to 4 November 2026. An order signed after 21 October may be missing from our table, so this is not confirmed for 7 November 2026.
Bottom line: ss.143 to 151 are switched off in the table we read; check again before relying on that.
Does the ASA Code cover comparison sites?
In part. Paid placements and preferential listings on price comparison sites fall inside the Code. Editorial content and natural listings fall outside it (rules 2.2 and 2.3). Sites based outside Ireland are covered only in part (rule 2.3(n)).
Our order of operators comes only from the published formula, not from payment. See Can you trust betting site rankings?
Bottom line: paid listings are inside the Code; editorial content is not.
What does this mean for you?
If you see an advert that breaks these rules, complain to the ASA today. The ASA and the GRAI announced a partnership on 5 February 2025. The GRAI says it will accept complaints about licensees' advertising once its advertising powers begin.
An advert from an operator should show a licence number under s.110(1)(b). Check it as shown on the licence number page. Help with gambling harm is on the responsible gambling page.
Bottom line: complain to the ASA now, and check the licence number in the advert.
Sources
- ASA Code, Section 10 Gambling: adstandards.ie.
- ASA Code, Scope and Application: adstandards.ie.
- ASA Code, General Rules: adstandards.ie.
- ASA Guidance on Influencer Advertising and Marketing 2023: adstandards.ie.
- GRAI Guidance on Advertising Obligations: grai.ie.
- Commencement table, updated to 21 October 2026: Irish Statute Book.
Bottom line: the ASA pages and the Statute Book table are the primary sources.
What changed
7 November 2026: first version. Not legal advice. For the rest of the Act, see the Act overview.
Bottom line: first version, no earlier history.
Common questions
Why do some betting links on comparison sites say Ad?
The ASA's 2023 guidance asks for the word Ad at the start of commercial content, and affiliate links on a website need the label too. A link marked Ad may earn the site a commission.
Who do I complain to about a betting advert?
To the ASA, today. The GRAI says it will take complaints about licensees' advertising once its advertising powers are in force.
Do the Act's advertising sections apply yet?
No. Sections 143 to 151 were not in force on 21 October 2026, and we could not verify a later order on 7 November 2026.