Irish bookmakers to enforce voluntary ‘whistle-to-whistle’ ad ban

Irish online and retail bookmakers have agreed the implementation of a UK-style ‘whistle-to-whistle’ advertising ban during live sport as part of a drive to achieve high safer gambling standards.

The ban will apply during live sport aired before 9pm and this will run from five minutes before the event until five minutes after.

This also includes sponsorship of TV programmes by gambling firms. However, horseracing and greyhound racing are exempt.

The ban forms part of two initiatives included in an updated Code of Practice for safer gambling introduced by the Irish Bookmakers Association (IBA).

The second initiative includes the formal removal of credit cards as a payment method both online and in shops.

Operators including Flutter Entertainment have already begun making this change, but remaining IBA members have been tasked with complying before the end of 2021.

All IBA members including BoyleSports, Flutter, Entain and other independent operators will adopt the updated code. Other major online operators including bet365, Betway and Kindred Group have also confirmed they will adopt both updates to the code.

IBA chairperson Sharon Byrne cited a pressing need for the industry to improve and develop new safer gambling standards, suggesting the whistle-to-whistle and credit card ban were “significant steps” on that path.

“The IBA has long called for the establishment of a regulator in Ireland, and we welcome the government’s commitment to legislating for that in the coming period.

“This code is not the answer to problem gambling, and we believe there is more that can be done within the forum provided by a regulator.

“However, we believe that these measures continue the journey the industry has been on in recent years to ensure standards are increased for all,” Byrne added.

One operator not yet joining the IBA’s initiative is William Hill, which has indicated it will wait until concrete legislation is implemented before making any changes.

EGR understands Hills will not join the IBA because the trade body represents the retail sector. Hills has no retail presence in Ireland, but has said it will consider joining if the IBA’s membership is widened.

The code is not legally binding but the IBA has expressed its hope that Ireland’s gambling firms will go above and beyond its standards.

Reform of historic gambling laws has been high on the political agenda in Ireland over the last two years, but these efforts have been hampered by significant political upheaval caused by successive elections and the impact of the Covid-19 pandemic.

Interim legislation to reform the industry was introduced in December, although progress in turning these proposals into permanent legislation has been slow.

The lack of positive action despite previous administrations committing to reform has politicised the issue even further, with different political parties offering their own alternative reform plans.

In February for example, the Irish Labour Party proposed a blanket ban on gambling advertising in all forms in Ireland on public health grounds.

This legislation, if passed, would end all broadcast and non-broadcast gambling ads, as well as prohibiting sponsorship of Irish sporting teams by gambling companies.

The only exceptions would be for advertising not-for-profit gambling and one-off events, where permission has been received.

In August, Sinn Fein introduced its own legislation for modern futureproof gambling legislation, including the establishment of an independent gambling regulator.

Sinn Fein’s proposals also included a ban on pre-watershed gambling advertising between 6am and 9pm across broadcast and online media.