Advertising Standards Authority releases latest Complaints Decisions

• 6 advertisements across online, out of home, social media and radio were found to be in breach of the Advertising Standards Authority Code on grounds related to a range of issues including Misleading, Substantiation, Promotional Marketing Practices and Alcoholic Drinks

The Advertising Standards Authority independent Complaints Committee has released its latest Complaints Bulletin, which contains 6 case reports on complaints recently investigated by the organisation.

3 of the 6 cases were upheld in full and 3 of the 6 cases were upheld in part. Advertisements across online, out of home, social media and radio were found to be in breach of the ASAI Code on grounds related to Misleading, Substantiation, Promotional Marketing Practices and Alcoholic Drinks.

 The Complaints Committee is a completely independent arm of the Advertising Standards Authority and is responsible for considering and adjudicating on complaints submitted by the public, by an organisation, by a Government Department, or any other person or body. The Committee is made up of a range of experts from the advertising, media, education, consumer, and marketing sectors.

Commenting on the latest ASAI rulings, Orla Twomey, Chief Executive of the Advertising Standards Authority (ASA), stated:

“The range and nature of advertisements in the latest complaints bulletin from the ASA demonstrates the importance of our role to the Irish advertising industry, ensuring that advertisements are legal, truthful, decent and honest for all consumers. Ad complaints are assessed against the comprehensive Code of Standards for Advertising and Marketing Communications, and where appropriate, investigated.  A portion of complaints are brought to the Independent Complaints Committee to decide whether a breach of the Code has occurred.  High levels of compliance with these decisions, together with ASA requests for ad amendments, demonstrates the industry’s commitment to high standards and responsible advertising. 

 “The ASA also provides a free and confidential copy advice service to the advertising industry to help them create responsible ads that adhere to the advertising code. If an advertiser, agency, or medium has any concerns about a marketing communications’ compliance with the ASA’s Code, they can contact us and avail of the free and confidential copy advice service.”

A  list of 6 advertisements that have been found to be in breach of the ASAI Code can be found here.

The ASA conducts ongoing monitoring of advertising across all media and since 2007, has examined over 27,000 advertisements, with an overall compliance rate of 98 percent. The ASA Monitoring Service monitors compliance with the Complaints Committee’s adjudications.

Media are reminded that advertisements found to be in breach of the Code cannot be accepted for publication.