Advertising Standards Authority Logo Ireland


ASAI Complaints Bulletin – Release No. 5 2017

Advertising Standards Authority for Ireland release latest Complaints Bulletin


18 advertisements found to be in breach of the ASAI Code on grounds relating to Misleading Advertising, Principles, Prices and Alcohol


18th December 2017 – The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains 20 case reports on complaints recently investigated by the ASAI.

18 of the 20 advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising, Principles, Prices and Alcohol. The advertisements complained of related to Internet, Social Media, Radio, Leaflet, Direct Email, Press, Brochure and Email. The ASAI Complaints Committee chose not to uphold one consumer complaint and one intra industry / interested party complaint.

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:


As we approach the busy Christmas and New Year period, it’s important that consumers know the ASAI is committed in their best interests to ensuring that all advertising is legal, decent, honest and truthful.


The latest complaints bulletin from the ASAI highlights the ASAI’s commitment to protecting consumers and holding advertisers to account when their advertising is not compliant with the requirements of the ASAI Code.


The ASAI approach is to work with all advertisers, rather than against them, to ultimately ensure that all marketing communications are legal, 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. This is especially important coming into the hectic promotional period seen at this time of year, an area heavily protected under the ASAI Code of Standards for Advertising and Marketing in Ireland.”

A list of complaints which have been found to be in breach of the ASAI Code are available here.

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

We have updated how we deal with your personal data, please click here to see these updated changes.