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ASAI Complaints Bulletin 16/2

Advertising Standards Authority for Ireland release latest Complaints Bulletin


  • 15 advertisements found to be in breach of the ASAI Code on grounds relating to Misleading Advertising, Principles, Non-Response and Substantiation


20 April 2016 – The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains 18 case reports on complaints recently investigated by the ASAI.

15 advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising, Principles, Non-Response and Substantiation. The advertisements complained of related to the internet, social media, outdoor, press, radio and television.

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 –

Of the 18 advertisements complained about, the ASAI found no reason to uphold complaints on three accounts.

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


“The ASAI is passionate about good advertising because responsible advertisements are good for consumers, society and advertisers and ensure trust in brands. Our approach is to work with advertisers rather than against them to ultimately ensure that all marketing communications are truthful, decent and honest. If an advertiser has any concerns relating to any future campaign they feel may be in breach of the ASAI’s Code, they can contact us and avail the ASAI’s free and confidential copy advice service.


If an advertiser has any concerns, the confidential copy advice service can aid advertisers, agencies and media members in creating responsible ads.”


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 media information, please contact:

Niall McHugh or Breda Brown, Unique Media /

01 522 5200/ 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