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ASAI Complaints Bulletin 16/6

Advertising Standards Authority for Ireland release latest Complaints Bulletin


  • 11 advertisements found to be in breach of the ASAI Code on grounds relating to Misleading Advertising, Decency and Propriety, Health & Beauty and Alcohol Advertising


3 November 2016 – The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains 14 case reports on complaints recently investigated by the ASAI.


11 advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising, Decency and Propriety, Health & Beauty, Sales Promotions and Alcohol Advertising. The advertisements complained of related to the internet, radio, television and outdoor.


One of the upheld advertisements complained about related to complaints from Intra Industry / Interested Parties while the ASAI Complaints Committee also chose not to uphold three 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 ASAI approach is to work with advertisers, including bloggers, 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. The ASAI is also engaging with advertisers, agencies, third level students and advertising graduates by discussing the Code in a bid to further increase advertising standards in Ireland.


The ASAI is celebrating 35 years of self-regulation in Ireland this year and is also a founding a member of the European Advertising Standards Alliance, highlighting the important role self-regulation plays not only in Ireland but across Europe and beyond. Earlier this year the updated ASAI Code of Standards for Advertising and Marketing Communications in Ireland came into effect to ensure the Code will remain, at all times, credible and relevant. In updating the Code, the ASAI have been able to address emerging advertising trends such as the growth of social media and its various platforms.”

The bulletin is available here.

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.

 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