The message to UK bookmakers seems to be adapt or die as new regulations in Ireland around betting begin to have an impact on punters and bookies alike.
As of October 2024, the Irish government passed the Gambling Regulation Act, which is already changing how betting works across the country.
And to keep things in check, they’ve launched the Gambling Regulatory Authority of Ireland — aka GRAI — which officially went live in March 2025.
Highlights include:
All operators (Irish or foreign) now need a licence from GRAI to legally offer betting services in Ireland. A quick look at the biggest bookmakers in the UK on Betselect shows that at the moment, most are licensed by the UK Gambling Commission, but not the Irish regulator.
Credit cards can no longer be used to gamble, and betting venues can’t have ATMs.
No more targeted free bets, VIP perks, or “inducements”. General promotions? Maybe — but only if they’re approved by the regulator.
Adverts for gambling are banned between 5:30 am and 9pm, especially to protect kids and vulnerable audiences.
A new National Self-Exclusion Register is being rolled out, so people can block themselves from all gambling platforms at once.
Bookmakers also have to contribute to a Social Impact Fund that supports addiction services and public awareness.
These are all tools that have either already been implemented — or are in the process of being implemented — under the new changes, as the message is clear when it comes to cracking down on certain practices used by bookmakers both in Ireland and across the water.
The changes are set to have an immediate and continuing impact on Irish punters, but they will also have a huge impact on UK-based bookmakers as well.
Flutter (owner of Paddy Power/Sky Bet) have already voiced significant concern about emerging advertising limits, stake/win caps, and inducement bans, although those concerns have not seen them follow a small number of overseas bookies who have now left the Irish market completely.
To keep their space at the table, UK bookmakers will have to change, though.
For starters, they will now need a new licence as UK bookies must apply for a brand-new Irish gambling licence through GRAI. Without it, they’re out.
Flutter Entertainment (which owns Paddy Power, Sky Bet, and Betfair) was among the first to receive a full GRAI licence.
They have adapted their Irish platforms to fully comply with advertising bans, player protection rules, and payment restrictions. Their Irish websites now feature the new self-exclusion options and responsible gambling messaging.
Meanwhile, Entain plc (parent company of Bet365, Coral, and Ladbrokes) has also secured provisional licences and is fully engaged with GRAI to finalize compliance measures.
Bet365 Ireland’s website and apps include mandatory opt-ins for marketing communications and display real-time affordability check prompts.
William Hill has also confirmed its ongoing licensing application and is rolling out upgrades to meet Ireland’s standards, including integrating the National Self-Exclusion Register and updating promotional offers to comply with inducement restrictions.
It is not just the new licences, though, that UK bookmakers will need. When they have them, they will have to adhere to the ban on all adverts before 9pm, which was highlighted heavily during Cheltenham — the last major event where betting ads were shown during that time slot in Ireland.
And that could be just the start. Although some changes have already been implemented, GRAI is gradually rolling out full licensing and enforcement through 2025 and 2026, so we’re still in the early days.
That is because this isn’t just a light regulatory tweak — it’s a complete overhaul. While it’s designed to curb gambling harm, it also puts a big burden on UK operators trying to stay in the Irish market.
For punters in Ireland, though, the moves are all about more options to keep you safe when it comes to addiction and managing money when betting online.
One of the most notable new tools is the National Self-Exclusion Register (NSER), which allows players to exclude themselves from all licensed gambling platforms in Ireland with one registration.
UK bookmakers have had to integrate their systems with this central database, meaning if you opt out, you are blocked across all licensed operators — whether betting online or in physical shops.
In addition, the ban on credit card gambling and the removal of ATMs from betting venues aims to reduce impulsive spending.
Bookmakers are now promoting alternative payment methods such as debit cards and e-wallets, while also implementing affordability checks designed to identify customers who might be at risk of gambling harm.
All methods that are good for the punter, but not so good for the bookmaker – which although has not scared any of the bigger fish out of Ireland yet, could heavily impact the Irish market for them going forward…
