News
ASAI Annual Report 2009
PRESS RELEASE P ASAI Annual Report 09
At the 29th Annual General Meeting of the Advertising Standards Authority for Ireland (ASAI) held today, Mr. Edward McCumiskey, B.L., Chairman, in his statement in the Annual Report presented at the meeting, referred to the fact that during 2009 the Authority took on an extended remit in the area of digital marketing communications.
This move was in line with a strategy developed in Europe by the European Advertising Standards Alliance (EASA). The strategy was developed with direct input from other self-regulatory organisations, the World Federation of Advertisers, media companies and advertising agencies. Consultation was carried out on an ongoing basis with NGO’s (representing consumers and other interests) and EU officials. In Ireland the move was supported by the AAI, IAPI and all media interests represented on the Authority’s Board.
The ASAI resolved 1247 formal complaints in 2009. This resulted in 84 advertisements being found to be in breach of the ASAI Code by the independent Complaints Committee compared to 114 in 2008. Complaints that advertisements were misleading comprised over half the complaints dealt with in 2009. In relation to the media in which the advertisements appeared, broadcast media (TV and radio combined) at 449 again formed the biggest group.
The computer/telecommunications sector again represented the largest of the sectoral groups giving rise to 188 complaints compared to 288 in 2008. Details are outlined in the Annual Report which can be located on ASAI’s website @ www.asai.ie.
Mr. McCumiskey also referred to the Authority’s monitoring exercise which reviewed just over 1,000 advertisements in all media. The overall compliance rate across all media was again in excess of 98%.
For further information contact:
The ASAI, Frank Goodman, Chief Executive: 087 2593194
Tel: 01 660 8766. Fax: 01 660 8113.
The Advertising Standards Authority for Ireland (ASAI) is the self-regulatory body set up by the advertising industry, including advertisers, agencies and media companies, to promote the highest standards of commercial advertising and to enforce the Code of Standards for Advertising, Promotional and Direct Marketing in Ireland, full details of which are available on ASAI’s website @ www.asai.ie.
Case Reports on adjudications of the independent Complaints Committee of the ASAI are released in periodic Complaints Bulletins during the year and are also posted on the ASAI website.