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ASAI Complaints Bulletin – Release No.2 2017

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, Health Claims, Substantiation, and Comparisons

4 May 2017 – The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains 13 case reports on complaints recently investigated by the ASAI.

11 of the 13 advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising, Health Claims, Substantiation, and Comparisons. The advertisements complained of related to Internet, press advertising, radio advertising, leaflet advertising, digital apps and television advertising. Three of the upheld advertisements complained about related to complaints from Intra Industry / Interested Parties. 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:
“This latest complaints bulletin comes on the back of the recent ASAI Annual Report which highlighted a 98% compliancy rate with all ASAI rulings. This illustrates the effectiveness of self-regulation in Ireland and shows that advertisers in Ireland are completely on board with the ASAI in our bid to protect consumers and ensure the highest standards of advertising and marketing communications, which we are commited to promoting.

The latest complaints bulletin conveys the sheer breadth of advertisements adjudicated on by the ASAI’s independent Complaints Committee across various mediums including, Internet, press, radio, leaflet, digital apps and television.

The ASAI approach is to work with all 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.”

A copy of the bulletin can be viewed here. 

The ASAI 2016 Annual Report highlighted an increase in the number of advertisers, agencies, media and promoters who sought free, confidential copy advice from the ASAI on whether a proposed marketing communication or sales promotion conformed to the Code. In total, 165 requests for ASAI copy advice were received in 2016 in comparison with 63 in 2015.

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 per cent. 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:

Breda Brown / Niall McHugh

Unique Media

Tel: 01 5225200 / 085 733 1896 (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