12 advertisements across social media, online, radio, television and print were found to be in breach of the ASAI Code on grounds related to a range of issues including Misleading, Substantiation, Decency & Propriety, Alcohol and Environmental Claims
The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin, which contains 18 case reports on complaints recently investigated by the organisation.
10 of the 18 cases were upheld in full and 2 of the 18 cases were upheld in part. Advertisements across social media, online, radio, television and print were found to be in breach of the ASAI Code on grounds related to Misleading, Substantiation, Decency & Propriety, Alcohol and Environmental Claims. Two intra industry / interested party complaints were upheld in part. The ASAI Complaints Committee chose not to uphold complaints made against 3 advertisements and issued a statement to 1 advertisement.
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 shows the scope of the ASAI and the significant part we play in ensuring that advertisements are legal, truthful, decent and honest for all Irish consumers. The ASAI fully investigates all complaints thoroughly to ensure that marketing communications in Ireland are adhering to the guidelines and not in breach of the ASAI code.
“The ASAI also provides a free and confidential copy advice service to the advertising industry to help them create responsible ads that adhere to the advertising code. 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.”
Cases included in this release 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