The Rules Your Irish Casino Clip Must Pass

Which rulebook applies in Ireland today

Start here, because the answer is not the one in the headlines. The Irish casino creator rules in force today are not the new statute.

The statute's advertising sections have not been commenced. We set out the detail in what is written but not switched on in Ireland.

What governs instead is the self-regulatory advertising code. Section 10 of it deals with these services, and it already binds anything running in Ireland.

Who handles a complaint right now

The sector regulator and the advertising authority have said publicly how this is split. The regulator will take complaints about its own licence holders once its powers start. Until then, complaints go to the advertising authority.

So a complaint about an Irish clip filed tomorrow lands with the authority, and it is judged against the code. That is the test a delivery has to pass.

What counts as covered in the first place

Teams assume some briefs sit outside this. Most of them do not, and the Irish casino creator rules start wider than people expect.

Section 10 applies to marketing that promotes one of these services or products, and also to marketing that promotes the company's name or reputation. A pure brand piece with no product in it is still inside.

It covers play for money products. It also covers play for free products where there is a chance to win a prize. A free-to-enter mechanic does not move a clip outside the section.

It applies to any marketing that depicts or refers to these activities, even where that is not the main product being sold. A passing scene is enough to pull the whole piece in.

And the code says the spirit as well as the letter of the rules applies. Technically clever reads of it do not hold up.

The under 25 casting rule

This single rule rules out more talent than anything else in the Irish casino creator rules, and most briefs miss it.

Rule 10.17(f) says marketing should not feature anyone who is, or seems to be, under 25. Not under 18. Under 25.

Seems to be is the hard part

Age on a passport does not settle it. A 26 year old who reads younger on camera is a risk, and the judgement is made by whoever watches the clip, not by your paperwork.

So the brief has to ask for more than a date of birth. It has to say the person must read as an adult well clear of that line, and the casting notes should record why you believe they do.

The only exception

There is one, and it is narrow. A younger person may appear where they feature only to illustrate a specific selection being offered, and they are the subject of it, in a team that is the subject of it, or part of the event involved.

Even then the code says they must be shown in that context and not in any playing role. For creator content that exception almost never applies.

What else closes the casting list

Rule 10.17 keeps going, and the rest of it shapes treatment as much as casting.

Nothing may be likely to appeal particularly to children, especially by reflecting youth culture. No signs, symbols, drawings, fictional characters or real people of particular appeal to children.

No adolescent or loutish behaviour. No endorsements by figures young people would treat as heroes. Children themselves may appear only incidentally.

Nothing may induce a child to see this as a natural part of leisure time. Read together, the Irish casino creator rules push the whole treatment away from anything that feels young.

The line every Irish clip must carry

This one is a deliverable, not a guideline, and it is the easiest thing to fail on.

Rule 10.10 requires every marketing communication for these services to carry a message encouraging responsible play, and to point people to a source of information about it.

Two parts. The message, and the signpost. A clip that carries one and not the other does not meet it.

Build it into the edit rather than the caption. Captions get rewritten by whoever posts. The Irish casino creator rules do not care who dropped it.

What the brief should pin down

The code sets the requirement. Everything below is practice rather than law, and it is worth writing down anyway.

Name the exact message. Name the source you are signposting. Say where in the video both appear, how long they hold, and at what size, so they are readable on a phone. Then name who at the client signs them off.

Five lines in a brief, and the requirement stops being a review note.

Angles you cannot script

Rule 10.12 is a list of framings that are closed. It is worth reading as a creative brief in reverse.

Nothing may suggest this is an escape from problems, a solution to money trouble, or a source of income. Nothing may put it ahead of family, work or study, or present it as enhancing personal qualities.

Nothing may use peer pressure, link it to sexual success, tie it to toughness or recklessness, or present it as a rite of passage. Nothing may favour playing alone over playing socially. And nothing may promise winning or show unrealistic outcomes.

Read as a list it looks long. In practice the Irish casino creator rules are closing one thing: any suggestion that this fixes something in a person's life.

Claims need evidence

Rule 10.13 says claims about winning, success rate and profitability should be factual and capable of substantiation, and that chances and prize sizes must not be exaggerated.

Rule 10.14 adds that nothing may imply skill affects the outcome unless skill genuinely does. If a script has a line about getting better at it, that line needs proof behind it.

How a paid Irish clip must be labelled

Disclosure is the part a supplier controls completely, and the influencer guidance is specific about it.

A commercial post needs a primary label, and it must be the most prominent label there. The guidance says it should be the first word in the text block. Not at the end, not under a see more fold.

So the caption opens with it. #Ad first, then the copy. Not three lines down, not sitting inside a run of twenty other tags, and not where the platform hides it behind a fold.

For video, put a visual label at the start and say it out loud at the right point. For stories and anything that expires, label each post, not the set. If the same piece runs on three platforms, label it on all three.

What counts as a paid relationship

Wider than people think. A benefit covers payment, commission, a share of sales, discounts and gifted product. No contract is needed for the rules to apply. Affiliate links count. So do reposts where a commercial relationship exists.

Who is on the hook

The creator must label the post. The guidance puts a second duty on the brand, and it puts the same duty on an agency working on the brand's behalf. It asks that question directly, then says you are responsible for making sure commercial posts relating to the brand carry the labels.

So a supplier is inside that question, not outside it. What the guidance does not do is create a legal liability. It is self-regulatory, and how the cost of a failure falls between client and supplier is still set by the contract.

What this means for a delivery

Turn all of it into the things you actually hand over.

Casting evidence for every person on camera, recording age and why they read as clearly over the line. A responsible play message and signpost inside the edit itself. A script checked against the closed angles.

Substantiation for any claim about outcomes, supplied by the client, not invented in the edit. A labelling sheet saying which label goes where on each platform, written for whoever posts.

None of it is heavy. It is the difference between a delivery the client can defend and one it cannot. That is what the Irish casino creator rules reward.

What this page does not settle

The limits, plainly.

The code is self-regulatory. It is enforced by rulings and publicity rather than by fines, and that changes once the statute's advertising sections start.

Seems to be under 25 is a judgement call. We have set out what the rule says. We cannot tell you where the line sits for one face.

Rules move. Section 10 sits in the current edition of the code, and the Irish casino creator rules will shift again when the statute switches on, so treat this as the position today.

This is drawn from published sources and is not legal advice. Have the client approve casting and the final cut. If you want this handled end to end, that is what our iGaming content creators work covers, and the casting side sits with our casino micro influencer agency page.

Before your next Irish shoot

Five checks, and they all happen before the camera comes out.

Confirm every person on camera is clearly over 25, on paper and on screen. That one check prevents most failures under the Irish casino creator rules.

Read the treatment back against the youth clauses. Anything that leans on youth culture, cartoon styling or a young hero figure comes out now, not in review.

Put the responsible play message and the signpost in the edit, not the caption.

Ask the client for substantiation on any outcome claim before it is scripted. If it does not arrive, the line does not get written.

Write the labelling sheet with the delivery. It takes ten minutes and it is the thing most likely to be got wrong by whoever posts.

We have written the same exercise up for other markets, including who can appear in a UK casino clip, where the age rule has a close cousin.