Irish Regulator Bans Tonybet Ads Promoting Gambling Gains

Ireland’s Advertising Standards Authority orders the removal of Tonybet ads promoting gambling as a source of income.

Ireland’s Standards Authority (ASA) recently proved its growing scrutiny of gambling advertising is in the best interest of Irish players.

After ruling that two commercials by Tonybet breached the national gaming standards, the ASA insisted that the ads be removed entirely.

The decision highlights the regulators’ increased focus on player protection, especially in terms of misleading or harmful messaging within the online gaming industry.

Problematic and shocking ads

The first Tonybet ad was uploaded to YouTube, showing a man using his mobile device while on the toilet. It featured the tagline: “Only 3% of people can do this. Make money while sitting on the toilet.”

According to regulators, the message implied that gambling was a reliable way to earn money, which is a claim that is considered financially harmful.

The second ad featured a lady holding a baby. It said: “It’s hard to pay my rent and take care of my babies, but I made $8,500 last month”.

The ASA ruled that this also promoted gambling as a way towards financial stability. Which is clearly prohibited under Irish gambling regulations and advertising rules.

According to Tonybet, these ads “slipped through” without proper compliance checks. They blamed ‘human error’ and a third-party agency for uploading the ads. The company also acknowledged that its own marketing guidance has not been followed in the creation of these ads.

Why it matters for players

If you’re an everyday player, the ASA’s ruling is quite significant as it reinforces the principle that gambling should never be marketed or considered a guaranteed form of income.

Betting may be entertaining, but as the regulator reiterates, it does carry financial risk. It should therefore always be considered a leisurely activity and not a livelihood.

By banning these ads, the ASA has made it crystal clear that gambling promotions must never exploit financial stress or suggest that wagering is the solution. Especially when it comes to serious matters like paying rent or supporting your family.

By taking this stance, they are protecting vulnerable individuals who could fall victim to the appeal of these advertisements and engage in risky behaviour, which could even lead to developing a gambling addiction.

The question of quality control

One look at these ads and it’s immediately clear that very little thought went into them, nor was there any consideration for the impact they would make. They call directly to the desperate and those eager for a quick fix.

This leads to the question of quality control. While human error can be considered a factor, there are several checks that need to be in place and passed before an ad is released to the public.

Companies need to pay closer attention as these slip-ups can be detrimental, especially in regions where the primary focus is building a secure, responsible betting environment. The aim is to minimise damage, not encourage it.

Not a first in the UK

Ireland’s crackdown and stricter rules for Irish casinos are not the first. In fact, this mirrors actions taken in the UK, where regulators removed ads that appealed to minors and promoted gambling as a financial solution.

Kalshi’s promotions have also been subject to scrutiny as they tend to sound like a promise of guaranteed income. One ad showed a renter saying that they almost missed payments, but then managed to cover the next 2 years' rent through Kalshi’s predictions.

While the Tonybet case is not the first, we can hope it’s one of the last. This was a great reminder that compliance in terms of gambling advertising is not optional; it’s a requirement.

And in turn, players in these regions are being reassured that regulators are prioritising consumer protection.

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By Deni

Verified Casino Expert

Expertise: Casino Content Writing, Journalism & (PR), Gambling Regulations, Dutch & German Gambling Markets

Hi, I'm Deni! I'm a research obsessive with a passion for gambling regulations, market trends, and casino news. I dig deep into every topic I cover - so every article, review, or guide I write is built on solid research and real detail.

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Last updated: March 4, 2026

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Irish regulator bans Tonybet ads promoting gambling gains

Problematic and shocking ads

Why it matters for players

The question of quality control