Ireland’s ASA Upheld Complaints Over TonyBet’s YouTube Ads

The Irish Advertising Standards Authority (ASA) has ruled against two separate YouTube advertisements promoting TonyBet, ordering that both must not be shown again in their current form.

The decisions follow complaints from viewers who argued that the ads presented gambling as a solution to financial problems and downplayed the risks involved.

First Ad: “Make Money While Sitting on the Toilet”

One of the disputed videos showed a man using his phone while sitting on a toilet. The screen displayed the message: “Only 3% of people can do this. Make money while sitting on the toilet.” A small-print notice with responsible gambling messaging and offer terms appeared alongside the promotion.

A complainant argued that the advert suggested gambling was easy and trivialised potential harm.

After reviewing the case, the ASA agreed. It concluded that the phrase implied gambling could provide a dependable source of income and failed to reflect the financial risks involved. The regulator ruled that the advertisement must not reappear in its current form.

Company Response

TonyBet said it acted immediately once the complaint was raised and withdrew the material without delay.

The company explained that the campaign had been handled by an external mobile affiliate. According to TonyBet, the partner had received internal compliance guidance and training. However, after expanding its team, a new employee allegedly uploaded the creative without properly checking it against the company’s advertising rules.

With a number of campaigns being rolled out at the same time, the marketing department did not stop the release, operating on the belief that the creative had already cleared the required checks.

In response, the company said it changed how marketing materials move from draft to publication. What had been a two-step sign-off now involves five separate approvals. Team members have gone through further compliance sessions, and the future of the affiliate arrangement is being examined.

The company maintained that the breach resulted from human error rather than deliberate intent and reaffirmed its commitment to Irish advertising standards.

Second Ad: Financial Hardship and “$8,500 Last Month”

The ASA also upheld complaints about another TonyBet YouTube promotion featuring a woman holding a baby. The video included the caption: “It’s hard to pay my rent and take care of my babies.” Later in the clip, she appeared giving a thumbs-up next to the claim: “But I made $8,500 last month.”

Viewers argued that the advert targeted vulnerable individuals and created the impression that gambling could resolve personal or financial difficulties.

The regulator agreed, determining that the messaging risked encouraging harmful behaviour and could mislead viewers into believing that significant earnings were readily achievable. As with the first case, the ASA ordered that the advertisement must not be shown again in its current form.

Internal Controls Under Review

On the second complaint, TonyBet again distanced itself from the creation of the advert, saying it had been prepared and uploaded by an external mobile partner. The company noted that it has written marketing rules and a sign-off procedure in place, but in this instance the video was published without completing the usual review. It described the situation as an individual oversight within the partner’s team.

Following the decision, TonyBet said it sat down with those responsible for campaign management, went through the gaps that allowed the video to go live, and introduced extra approval steps before any new material can be made public. It also stated that its relationship with the affiliate is now under assessment.

Regulatory Context

The rulings were issued just as Ireland’s new gambling regulator moves into an active phase. The Gambling Regulatory Authority of Ireland (GRAI) has started taking applications under the Gambling Regulation Act 2024, bringing the country’s long-awaited reform into practical effect.

As the new system begins operating in real terms, promotional activity across the sector is expected to face sharper examination from both regulators and the public.

The development comes as Ireland rolls out a new licensing system for the gambling sector under its updated regulatory framework.