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Advertising Standards Authority Annual Report for 2024 highlights new strategic partnerships with key state agencies and other regulators to further strengthen organisation’s role as leading voice of authority and influence within the advertising industry
Advertising Standards Authority signed a Co-Operation Agreement with Coimisiún na Meán in 2024 and partnered with key organisations on significant initiatives including Gambling Regulatory Authority of Ireland (GRAI) and the Irish Film Classification Office (IFCO)
Advertising Standards Authority, the independent self-regulatory body committed in the public interest to promoting the highest standards of marketing communications, has today unveiled their Annual Report for 2024. The report highlights the establishment of strategic partnerships with key state agencies and enhanced engagement with a diverse range of stakeholders to strengthen the organisation’s regulatory framework, ensuring it remains adaptable to the challenges in the marketing communications industry.
A significant milestone for the Advertising Standards Authority in 2024 was the signing of the Co-Operation Agreement with Coimisiún na Meán. This agreement establishes a strong foundation for collaboration in overseeing and upholding standards across the ever-evolving advertising and media landscape, including online and social media. Advertising Standards Authority also won the Collaboration Award at the EASA Best Practice Awards in London in 2024 in recognition for their joint efforts with the CCPC in developing the Guidance on Influencer Marketing and Advertising, which is available here.
Additionally, Advertising Standards Authority reinforced relationships with a number of other regulators, further strengthening its role in maintaining high industry standards. The organisation entered a partnership with the newly established Gambling Regulatory Authority of Ireland (GRAI) to collaboratively address complaints related to gambling marketing communications. Advertising Standards Authority also worked closely with the Irish Film Classification Office (IFCO), streamlining the process for complaints around advertising in cinema, as well as commercial promotions for cinema that run in other media outlets.
In 2024, Orla Twomey, Chief Executive of Advertising Standards Authority, was appointed Chairwoman of the European Advertising Standards Alliance (EASA), a role that reflects the organisation’s leadership in advertising self-regulation. As a founding member of EASA, the Advertising Standards Authority continues to play a key role in shaping industry standards across Europe. Based in Brussels, EASA is a non-profit organisation that unites 28 advertising self-regulatory bodies from across Europe, along with 14 European organisations representing advertisers, agencies, and the media, as well as one pure-play company.
Established in 1981, the Advertising Standards Authority has continued to remain the most authoritative voice of influence in relation to advertising standards. The organisation also offers advertisers, agencies, media and promoters a copy advice service on whether a proposed marketing communication or sales promotion conforms to the Code. This service is available free of charge to everyone involved in advertising.
During 2024, 103 copy advice requests were submitted, a 9% increase compared to 2023 (94). The Advertising Standards Authority Copy Advice service serves as an authoritative opinion given by the Executive, but does not bind the Advertising Standards Authority Complaints Committee.
Throughout 2024, Advertising Standards Authority strengthened its role in the advertising industry by further collaborating with key public bodies and enhancing stakeholder engagement. A major milestone was the signing of a Co-Operation Agreement with Coimisiún na Meán, marking a significant step in our ongoing efforts to navigate the ever-evolving landscape of online and social media. We are also looking forward to working alongside GRAI and IFCO to streamline the complaints process for consumers, ensuring advertising is transparent and honest. Last year also saw the launch of our new brand identity, aligning with our broader strategy to foster trust in advertising for all and reinforcing our position as leaders in self-regulation. Education remains a core mission for us, and we were delighted to host our event, ‘Trust in an Untrusting World,’ last year, which explored misinformation and the critical role of trust for consumers. Our commitment to best practices extends beyond Ireland, as we continue to work closely with key organisations, including EASA, where I was honoured to be appointed Chairwoman last year. Taking a pan-European approach to self-regulation is essential in today’s interconnected advertising landscape. As we move forward, we remain dedicated to upholding the highest standards in the industry, safeguarding consumers and ensuring that advertising remains legal, decent, honest and truthful
More than ever, collaboration is required in the regulatory space. With State Agencies echoing that no one entity can successfully regulate the ad ecosystem alone, ASA’s deepening relationship with Coimisiún na Meán, and with other State Agencies, copper fastens ASA’s place as a leader in the advertising landscape. During the year, by entering into various State Agency agreements, ASA can join these other organisations at the forefront of enhancing oversight and enforcement of standards in the ever-evolving advertising and media landscape. With scope to enhance trust levels in advertising, these partnerships are an integral and critical part of moving the co-regulation agenda forward, ultimately in the interests of protecting consumers.”
