Ireland, which has nurtured giants like Flutter Entertainment and BoyleSports, has long been known for its "light regulation", relying on outdated laws and tax certification systems. This situation was completely reversed in February this year—the core provisions of the "2024 Gambling Regulation Act" came into effect, and the Gambling Regulatory Authority of Ireland (GRAI) officially operates as the central regulatory body, with comprehensive supervision and enforcement powers. In plain terms, it has shifted from merely collecting taxes to truly establishing rules. Want to know the latest example of European gambling regulation? The PASA official website continuously tracks policy evolution in various countries.
First, the new regulatory framework: Prevention, protection, and evidence-based three principles
GRAI summarizes its working principles as "prevention, protection, and evidence-based". The new act grants it strong powers, including more than 30 criminal offense clauses, many of which can result in a maximum of eight years imprisonment. The regulatory body can apply to the court for injunctions to prevent illegal gambling activities and payment channels, and has cooperated with foreign regulatory bodies through mechanisms such as the European Gambling Regulatory Forum to combat offshore black markets.
License applications have been open since February 9, with a strict process, and operators must meet multiple important requirements before approval. Once licensed, they must regularly submit compliance reports to ensure continuous adherence to obligations. It is worth noting that currently only unlicensed remote gambling constitutes a crime, remote gaming has not yet been included, but will be implemented in subsequent phases.
Second, initial market reaction: 30-40 old licenses face reshuffling, British operators flood in
James O'Kelly, Corporate Development Director at SolutionsHub, revealed that clients have moved from the old system to the new framework, with 2 clients holding UK licenses applying for new Irish licenses, and about 5 to 10 potential clients in discussions. The intending operators cover established UK brands, European expansion-oriented businesses, and local startups, currently focusing on B2C, with B2B licenses to open later.
O'Kelly believes the market will be "substantial but highly competitive". Under the old system, there were about 30 to 40 licenses, and new entrants will further intensify competition. The recent tax increase in the UK has become a significant driver—many UK licensed merchants have seen shrinking profits, and small to medium-sized operators struggle to survive. Ireland, with its culturally similar, English-speaking environment and a regulatory framework that draws on British experience, becomes their natural choice for expansion.
Third, potential controversies: Advertising rules and personal responsibility of executives in focus
Despite strong market interest, legal uncertainties still exist. Deirdre Kilroy, a partner at Two Birds, pointed out that the new law's Article 148 prohibits advertisements that "may" cause specific harms, but lacks guidance on how to assess this, which may lead to interpretative disputes. The scope of the ban on "inducement" is equally broad and awaits practical testing.
Of particular concern is the risk of personal liability for executives. "Relevant officials" are defined broadly, covering anyone within a licensed institution who exercises substantial governance, management, or operational powers, including senior managers and shadow directors. They must remain "qualified and credible" during the license period, or they may face criminal sanctions. Kilroy noted that this design has precedents in other Irish regulatory frameworks, but its effectiveness in the gambling industry remains to be seen.
Ireland's new framework is neither weak nor overly strict. It seeks to balance a deep-rooted gambling culture with modern consumer protection. For British operators, stable rules and fair enforcement are more attractive than tax rates themselves. As O'Kelly said: "Ireland has the potential to become a real market, but it won't be easy. It requires strategic vision, economies of scale, and a focus on compliance and long-term stability." This country, long a source of gambling expertise, is finally taking its domestic regulation seriously, and its success or failure will depend on the consistency of rule enforcement, rather than the ambition of the law itself.
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This article is from "PASA-Global iGaming Leaders" gambling news channel: https://t.me/pasa_news
Original in-depth gambling channel: https://t.me/gamblingdeep
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PASA official website: https://www.pasa.news
