2025 Annual Report outlines organisation’s work to promote high standards in advertising and to foster trust in marketing communications across Ireland.
Last year ASA received 915 complaints relating to 756 advertisements, with misleading advertising remaining the most common issue identified.
The Annual Report 2025 sets out the Advertising Standards Authority’s work during the year to promote responsible advertising through clear standards, guidance, monitoring, stakeholder engagement and independent oversight, helping to ensure that advertising in Ireland remains legal, decent, honest and truthful.
During 2025, close engagement continued with advertisers, agencies, media owners, public bodies and international partners to address emerging challenges across Ireland’s evolving media landscape. Collaboration across the co‑regulated ecosystem remained central to this work, including ongoing engagement with Coimisiún na Meán, the Competition and Consumer Protection Commission (CCPC) and the Gambling Regulatory Authority of Ireland.
The Report records that 915 complaints were received during the year relating to 756 advertisements. Misleading advertising remained the most common issue identified, with 68% of upheld complaints found to be misleading. This underlines the continued importance of accuracy and clarity in marketing communications, particularly in digital and online environments. The Report also highlights that the majority of advertisements brought to the Authority’s attention did not breach the Code.
Commenting on the Report, Orla Twomey, Chief Executive, noted that misleading advertising continues to be a key area of focus as advertising formats and technologies evolve. The role of guidance, copy advice, monitoring and engagement in supporting good practice was also highlighted. Advertisers are encouraged to consult adstandards.ie and to avail of the copy advice service where there is uncertainty about compliance with the Code.
Beyond enforcement activity, the Report reflects a continued focus on education and awareness‑raising throughout 2025, including guidance, stakeholder engagement and industry events aimed at supporting compliance at an early stage.
The Report also notes that work commenced during 2025 on the eighth edition of the Code of Standards for Advertising and Marketing Communications in Ireland. This significant project will involve extensive stakeholder consultation and will shape advertising regulation in the years ahead.
The Advertising Standards Authority Annual Report 2025 is available here.
