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Employment Opportunities

June 09, 2020
by Seona Parker
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Bulletin: 20/3
Batch: 262
Reference: 35556
Product: Employment Opportunities
Advertiser: Maximum Media - Joe.ie
Influencer:
Agency:
Medium: Internet (Media Website)
Codes:
ASAI Code 7th Edition: 2.4(c), 3.31, 3.32

  • Advertisement
  • Complaint
  • Response
  • Conclusion
  • Advertising placed on Joe.ie by a recruitment company, featured an image of a young man
    standing on the street.

    The text at the bottom of the image read “Come On!”

    The following text appeared above the image:

    “No shortage of fantastic opportunities on these shores [recruitment company #]
    #ReturnToIreland.”

  • The complainant said that the advertisement had not been in keeping with the ASAI’s
    guidelines on the Recognisability of Marketing Communications as it had not been
    identified as advertising material.

  • Joe.ie responded and said that and on this occasion, they accepted full responsibility for
    the error which had occurred, and which was made completely on their side and not that
    of the advertisers. They said it had been a case of human error and a genuine oversight on
    their part. They stressed that including #ad or #sponsored in all their relevant marketing
    communications was common practice.

    They said all of their teams had been issued with guidelines regarding the presentation of
    sponsored content on their social channels and in light of what had happened, the teams
    would be reminded of the importance of following those guidelines to the letter.

  • Complaint Upheld

    The Complaints Committee considered the detail of the complaint and the media’s
    response. The Committee noted the explanation that a genuine error had occurred and
    welcomed the fact that all teams had been issued with guidelines to prevent similar from
    happening again.

    They noted the Code requirement that a marketing communication should be designed and
    presented in such a way that it is clear that it is a marketing communication (3.31).

    They also noted that while the context and / or content of published posts could indicate
    that they were in fact marketing communications, in this case they did not consider that
    the context or content clearly flagged that the material was in fact a piece of marketing
    communications. In the circumstances, the Committee considered that the post should
    have been flagged and clearly identified as advertising and, in the absence of this, the
    Committee concluded that the advertisement was in breach of Sections 3.31 and 3.32 of
    the Code and upheld the complaint.

    Action Required:
    As steps had been taken by the media to prevent similar from happening again, no further
    action was required in this case.

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