- 12 advertisements across radio, television, online, email and outdoor were found to be in breach of the ASAI Code on grounds related to a range of issues including Misleading / Substantiation, Recognisability and Pricing, Health and Beauty and Financial Services
18th February 2022 – The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin, which contains 13 case reports on complaints recently investigated by the organisation.
12 of the 13 advertisements across radio, television, online, email and outdoor were found to be in breach of the ASAI Code on grounds related to Misleading / Substantiation, Recognisability and Pricing, Health and Beauty and Financial Services. The ASAI Complaints Committee chose not to uphold 1 complaint.
The Complaints Committee is a completely independent arm of the ASAI and is responsible for considering and adjudicating on complaints submitted by the public, by an organisation, by a Government Department, or any other person or body. The Committee is made up of a range of experts from the advertising, media, education, consumer, and marketing sectors. See further details here – https://www.asai.ie/about-us/complaints-committee
Commenting on the latest ASAI rulings, Orla Twomey, Chief Executive of the ASAI, stated:
“The latest complaints bulletin from the ASAI illustrates our ability to ensure that ads in Ireland stick to the advertising rules. The main role of the ASAI, is to ensure that advertisements and marketing communications are legal, truthful, decent, and honest, prepared with a sense of social responsibility to the consumer and society and with proper respect for the principles of fair competition.”
“The ASAI provides a free and confidential copy advice service to the advertising industry to help them create responsible ads. If an advertiser, agency, or medium has any concerns about a marketing communications’ compliance with the ASAI’s Code, they can contact us and avail of the free and confidential copy advice service.”
A list of advertisements that have been found to be in breach of the ASAI Code can be found here.
The ASAI conducts ongoing monitoring of advertising across all media and since 2007, has examined over 27,000 advertisements, with an overall compliance rate of 98 percent. The ASAI Monitoring Service monitors compliance with the Complaints Committee’s adjudications.
Media are reminded that advertisements found to be in breach of the Code cannot be accepted for publication.
Follow The Advertising Standards Authority for Ireland on LinkedIn and Twitter @THE_ASAI
For further information, please contact:
Breda Brown / Viv Murphy – Unique Media
Tel: 01 5225200 / 087 6160846 (VM)
The Advertising Standards Authority for Ireland is financed by the advertising industry and committed, in the public interest, to promoting the highest standards of marketing communications that is advertising, promotional marketing, and direct marketing. The objective is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’.
Media are required to abide by the Code and not to publish an advertisement or conduct a promotion which contravenes Code rules. The Code covers commercial marketing communications and sales promotions in all media in Ireland including digital (online banners, websites, and social platforms), print, outdoor, radio, TV, leaflets/brochures, and direct marketing.
Further information on advertising self-regulation, the ASAI, and the operation
of the system is available at www.asai.ie