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ASAI Complaints Bulletin 16/4

Advertising Standards Authority for Ireland release latest Complaints Bulletin


  • 10 advertisements found to be in breach of the ASAI Code on grounds relating to Misleading Advertising and Alcohol Advertising


19 July 2016 – The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains 12 case reports on complaints recently investigated by the ASAI.


10 advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising, Substantiation, Promotional Marketing and Alcohol Advertising. The advertisements complained of related to the internet, social media, print and radio.


Two of the upheld advertisements complained about related to complaints from Intra Industry / Interested Parties while the ASAI Complaints Committee also chose not to uphold two consumer complaints.


The Complaints Committee is a completely independent arm of the ASAI and is responsible for considering and dealing with complaints submitted by the public, by a member of the ASAI, by a Government Department or any other person or body of persons. The Committee is made up of a range of experts from the advertising, media, education, consumer and marketing sectors.  See further details here –


Commenting on the latest ASAI rulings, Orla Twomey, Chief Executive of the ASAI, stated:


The updated ASAI Code of Standards for Advertising and Marketing Communications in Ireland came into effect earlier this year, to ensure that the Code will remain, at all times, credible and relevant. The latest ASAI complaints bulletin shows the effectiveness of the Code in dealing with complaints across all media including social, radio and print. The multiple sectors which feature also highlight the broad scope of the ASAI in maintaining consumer confidence, wherever they see misleading advertising. Complaints in relation to sectors including: Alcohol, Education, Telecommunications and Motor industry all featured.  


The ASAI approach is to work with advertisers rather than against them to ultimately ensure that all marketing communications are truthful, decent and honest. The ASAI provide a free and confidential copy advice service to advertisers, agencies and media members to help them create responsible ads. If an advertiser 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.”


The ASAI’s updated Code of Standards for Advertising and Marketing in Ireland (7th edition) came into effect on the 1st March 2016. The updated Code is the result of a comprehensive review undertaken by the ASAI which involved a significant public consultation process with a wide range of Government departments and agencies; consultations with consumer groups and other NGOs; and consultation with the advertising industry including advertisers, agencies and the media.


The ASAI Monitoring Service monitors compliance with the Complaints Committee’s adjudications. Media members are reminded that advertisements found to be in breach of the Code cannot be accepted for publication.


Or follow the ASAI on Twitter @THE_ASAI



For further information, please contact:

Unique Media

Breda Brown / Niall McHugh

Tel: 01 5225200 / 085 7331896 (NM)


Editorial Notes

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’. Members of the ASAI 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



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