Irish watchdog bans TonyBet YouTube ad over misleading gambling income claims
A YouTube ad for online bookmaker TonyBet has been pulled up by Ireland’s advertising watchdog for crossing the line on how it promoted gambling. The Advertising Standards Authority for Ireland (ASAI) said the video broke the country’s advertising rules by presenting betting as a way to make money and ease financial pressure.
The ruling came after two viewers complained about a sponsored video that appeared on YouTube. In the ad, a woman is shown holding a baby beside the words, “It’s hard to pay my rent and take care of my babies,” before the message shifts to a striking promise: “But I made $8,500 last month.”
Those who complained argued the message suggested gambling could provide a steady income and even fix serious money worries. They warned that the framing risked appealing to people already under financial strain and could encourage irresponsible behaviour.
TonyBet told the regulator it had taken the advert down as soon as the problem was flagged. The company said the campaign had been handled by an external affiliate and had gone live without passing through its usual internal compliance checks. It added that it was tightening its approval procedures and stepping up staff training to avoid a repeat.
Even so, the ASAI’s Complaints Council decided the ad breached several sections of the Irish advertising code covering gambling. The rules make clear that marketing must not present betting as a reliable source of income, push excessive play, or imply that gambling offers a solution to debt or hardship.
In its published decision, the council focused on the claim “But I made $8,500 last month.” It said that line gave a strong impression that significant earnings were achievable through gambling. By casting betting in such a positive financial light, the council found the ad created a real risk of financial, social, or emotional harm for viewers.
Under the watchdog’s direction, the advert cannot appear again in its current form.
Wider scrutiny of gambling advertising amid TonyBet YouTube ad ban
The TonyBet decision comes amid increased scrutiny of gambling marketing across Ireland and the UK. In Britain, the Advertising Standards Authority recently banned a Betway YouTube ad linked to Chelsea FC after concluding it could appeal to under-18s. Regulators have also reprimanded PokerStars over an Instagram promotion involving an influencer, finding that the content failed to make the commercial intent clear and risked misleading followers.
At the same time, public debate around gambling promotion has intensified. Doctor Who actor Christopher Eccleston has fronted an anti-gambling campaign urging tighter restrictions on advertising, arguing that constant exposure can fuel addiction and harm vulnerable communities.
The ASAI, which oversees Ireland’s self-regulatory advertising system, regularly publishes its rulings to underline what it expects from brands.
Featured image: TonyBet via YouTube
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