GRAI Names Sarah Woods as Director of Consumer Protection

The Gambling Regulatory Authority of Ireland (GRAI) has appointed Sarah Woods as its new Director of Consumer Protection, effective immediately. Woods will oversee consumer protection, education and awareness campaigns, research, and the GRAI’s communications strategy, including responsibility for the Social Impact Fund. Her background in public health policy and leadership is expected to inform GRAI’s approach to player safety and public awareness in Ireland’s gambling sector.

Focused Leadership for Consumer Protection

Woods’ remit at GRAI encompasses a broad portfolio. As Director of Consumer Protection, Education and Awareness, Research, and Communications, her responsibility extends over the Social Impact Fund, public education and awareness programmes, research on gambling-related harm, and the Authority's internal and external communications strategy. The Social Impact Fund forms a major part of GRAI’s strategy, channelling industry contributions into responsible gambling campaigns and initiatives that mitigate gambling-related harm.

Sarah Woods’ Professional Background

Woods brings over 15 years of public health policy experience, with a focus on mental health, suicide prevention and tobacco control. In her previous role at the Health Service Executive (HSE), she oversaw strategy implementation, stakeholder engagement, and public education. Woods led a team supporting the roll-out of Ireland’s national suicide prevention strategy and later was seconded to the Department of Health. There, she managed the development of Ireland’s new 10-year suicide and self-harm reduction strategy, coordinating multi-agency stakeholder groups and aligning public communication.

Her academic credentials include a BA International and MSc in European Economics from University College Dublin, as well as postgraduate qualifications in public relations, strategic marketing, and leadership in the health sector.

GRAI’s Consumer Protection and Education Mandate

The GRAI is responsible for gambling regulation in Ireland, with a renewed emphasis on consumer protection and social responsibility. Woods will spearhead programmes aimed at educating the public on gambling risks and safe behaviors, as well as coordinating research to inform evidence-based policy. Oversight of the Social Impact Fund places her at the heart of industry-funded harm prevention and responsible gambling initiatives.

“Woods’ appointment aligns with GRAI’s strategy of placing public health perspectives at the centre of regulatory policy,” the Authority said in its announcement.

As part of her communications role, Woods will also be responsible for GRAI’s external messaging to stakeholders, including the gambling industry, advocacy groups, and the public. Her team will develop campaigns and guidance materials as part of broader national awareness efforts.

Industry and Regulatory Perspectives

Woods’ experience in public health is expected to support a cross-sectoral approach to consumer protection, drawing on evidence from related fields such as mental health and addiction prevention. The GRAI’s focus for the coming year includes expanding public education, evaluating the effectiveness of responsible gambling programmes, and collaborating with health services to improve support for at-risk individuals.

Leadership changes at the GRAI are being closely watched by operators and suppliers with interests in regulation and consumer protection in the Irish market. The Authority’s oversight of the Social Impact Fund, together with Woods’ expertise in strategic policy, signals an ongoing commitment to research-led regulation.

Looking Ahead for Irish Gambling Regulation

Sarah Woods is set to work closely with the GRAI board and Irish government departments in developing new education and harm-prevention frameworks. Her remit covers both the ongoing management of current consumer protection programmes and the strategic development of future policies. Industry stakeholders can expect further emphasis on research, data transparency, and stakeholder engagement in regulatory processes.

The appointment reinforces GRAI’s stated goal of integrating public health best practices into the regulatory framework and positions the Authority to respond to evolving market and player-safety challenges.