Irish banks launch commitment to tackle problem gambling

The Irish Banking Culture Board (IBCB), in collaboration with its member banks AIB, Bank of Ireland and PTSB, has launched a comprehensive initiative aimed at addressing the pressing issue of problem gambling in Ireland. The new framework, formally titled the Common Commitment of Care, is designed to ensure that vulnerable customers receive compassionate, practical, and consistent support when they encounter difficulties linked to gambling.

This step marks one of the most significant commitments by the Irish banking sector in recent years, as it seeks to address a challenge that affects not only individual gamblers but also families, communities, and wider society.

The background of problem gambling in Ireland

Problem gambling has become a growing social concern in Ireland, mirroring trends observed in many other countries. With the increasing accessibility of online gambling platforms, opportunities to place bets are now just a few clicks away. Research cited at the launch of the initiative revealed that approximately 90% of gambling transactions take place online, and of those, 99% are processed through debit cards.

This overwhelming dependence on digital transactions highlights the crucial role that banks play in providing safeguards to customers. Unlike traditional cash betting, digital gambling leaves a clear financial footprint, creating opportunities for financial institutions to step in with preventative and supportive measures.

The social harms linked to problem gambling extend beyond financial loss. Families often experience emotional distress, relationship breakdowns, and long-term hardship when gambling addiction takes hold. These consequences underline the importance of cross-sector cooperation, ensuring that protective structures exist not just within the gambling industry but also across banking, healthcare, and regulatory bodies.

Launch event and key participants

The initiative was officially launched at the Dublin Chamber of Commerce. The event was attended by key stakeholders from government, banking, and regulatory bodies, underlining the multi-sectoral approach being taken.

Among those present was Minister of State Robert Troy T.D. from the Department of Finance. Representatives of the Gambling Regulatory Authority of Ireland and Gambling Care also took part, alongside senior leaders from IBCB’s member banks. Their presence symbolised the collaborative effort required to address a problem that cannot be resolved by one sector alone.

Core commitments of the framework

The Common Commitment of Care outlines a range of measures designed to provide practical and effective support to individuals who may be struggling with gambling. Among the central elements are:

• Dedicated support phone lines operated by banks, allowing customers to access tailored advice and help.
• Staff training, ensuring frontline employees are prepared to recognise signs of gambling-related financial difficulty and respond appropriately.
• Voluntary card blocking, enabling customers to restrict gambling-related transactions directly from their debit cards.
• Signposting to specialist services, such as Gambling Care’s 24/7 helpline and the Money Advice and Budgeting Service (MABS), which offers free debt counselling and budgeting guidance.

Voluntary card blocking, in particular, has been identified as a vital tool. By allowing customers to take proactive steps to restrict gambling transactions, this mechanism supports individuals in regaining financial control while reducing the risk of relapse.

Voices from the banking sector

Marion Kelly, Chief Executive Officer of the Irish Banking Culture Board, emphasised the importance of the initiative during her address. She stated:

“Problem gambling can cause serious harm to individuals, families and communities. IBCB member banks recognise their responsibility to respond with compassion and practical support when customers reach out for help. This Common Commitment of Care ensures that anyone experiencing gambling difficulties will find clear, accessible supports to assistance through their bank. The introduction of a voluntary card block by AIB, Bank of Ireland and PTSB will make an important contribution to those experiencing problem gambling and IBCB calls on other financial services players to put in similar measures.”

Kelly’s remarks underline the dual objective of the initiative: protecting consumers while also setting a higher standard for corporate responsibility across the financial sector.

Government perspective and regulatory alignment

Minister of State Robert Troy welcomed the move, framing it as a critical contribution to broader state efforts in addressing gambling harms. He commented:

“I commend the Irish Banking Culture Board and its member banks for taking this important step to address the issue of problem gambling. By working together to provide meaningful supports, the banking sector is contributing positively to consumer protection. This Common Commitment of Care is a valuable addition to the broader efforts being made across government and society to tackle gambling-related harms. The Government has committed to tackling problem gambling, through the Gambling Regulation Act and the establishment of the Gambling Regulatory Authority of Ireland, and sectoral cooperation remains key to achieving our aims.”

His words highlight how the banking sector’s initiative dovetails with government reforms, such as the Gambling Regulation Act and the creation of a national regulator. Together, these measures aim to provide a coherent framework that addresses the multifaceted nature of gambling addiction.

The role of external support organisations

While banks can provide financial safeguards, external organisations play an equally vital role in offering therapeutic and advisory support. The initiative emphasises referrals to services such as:

• Gambling Care, a national service operating a 24/7 helpline, counselling, and educational programmes.
• MABS (Money Advice and Budgeting Service), which provides confidential and independent advice on managing debts, restructuring finances, and avoiding financial crises.

By creating clear referral pathways, the Common Commitment of Care ensures that customers are not left navigating support systems alone but are directed to organisations with the expertise to address their specific needs.

Standardising support across Irish banks

A key strength of the initiative lies in its consistency. Until now, different banks may have offered varying levels of support to customers experiencing gambling difficulties. The IBCB’s framework harmonises these efforts, ensuring that no matter which of the three member banks a customer uses, they can expect clear, reliable, and uniform assistance.

This consistency is critical in building public trust. Vulnerable customers need assurance that their financial institution will not only recognise their challenges but also respond in a manner that is both compassionate and effective.

Long-term ambitions and cultural change

The Common Commitment of Care is not presented as a one-off measure but rather as part of a broader cultural shift within Irish banking. The IBCB, since its inception, has positioned itself as a body dedicated to enhancing trust, fairness, and transparency in the financial sector. Addressing problem gambling fits squarely within this mission, as it demonstrates a commitment to social responsibility and customer wellbeing.

Looking ahead, the IBCB and its member banks have expressed their intention to encourage other financial institutions and service providers to adopt similar measures. The hope is that the principles embodied in this framework will spread across the sector, creating a more comprehensive safety net for those at risk.

The wider social impact

The significance of the Common Commitment of Care extends beyond banking. By working collaboratively, banks, regulators, government, and support organisations are creating a model of shared responsibility. Such cooperation not only strengthens protections for individuals but also signals to society at large that addressing problem gambling is a collective priority.

If successful, the initiative could also inspire similar frameworks in other countries, particularly where digital gambling transactions dominate and financial institutions hold key levers for intervention.

Conclusion

The launch of the Common Commitment of Care by the Irish Banking Culture Board and its member banks represents a major step forward in addressing problem gambling in Ireland. By combining practical financial safeguards with compassionate customer support and strong referral pathways, the initiative offers a structured and reliable framework for helping vulnerable individuals.

It reflects an acknowledgment that the harms caused by problem gambling require coordinated solutions. Banks, by virtue of their role in processing the majority of gambling transactions, are uniquely positioned to contribute to these efforts.

With backing from government, regulators, and support organisations, the initiative marks a new era of shared responsibility. It sets an important precedent for how financial institutions can move beyond their traditional functions to play a meaningful role in tackling pressing social issues.

FAQs

What is the Irish Banking Culture Board’s Common Commitment of Care?
It is a framework launched by IBCB and its member banks to provide consistent support to customers affected by problem gambling.

Which banks are part of the initiative?
The participating banks are AIB, Bank of Ireland, and PTSB, all members of the Irish Banking Culture Board.

What support does the initiative include?
Support includes voluntary card blocking, dedicated phone lines, trained staff, and referrals to services like Gambling Care and MABS.

Why is voluntary card blocking important?
Since nearly all gambling transactions are made with debit cards, card blocking allows individuals to prevent such payments and regain financial control.

How does this framework link with government policy?
It aligns with government measures such as the Gambling Regulation Act and the establishment of the Gambling Regulatory Authority of Ireland.

Who benefits from the Common Commitment of Care?
The initiative is aimed at individuals struggling with gambling, their families, and wider communities affected by gambling-related harm.

What role do external organisations play?
Groups such as Gambling Care and MABS provide counselling, helplines, and financial advice, complementing the banks’ support measures.

Will other financial institutions adopt similar measures?
The IBCB has encouraged other financial service providers to follow suit, potentially expanding the reach of consumer protections.

How does this initiative build trust in banking?
By standardising support and demonstrating social responsibility, banks strengthen public trust and show commitment beyond financial transactions.

What long-term impact is expected?
The initiative aims to foster cultural change, reduce gambling harms, and encourage cooperation between banks, regulators, and support groups.