Digital media gave rise to the largest block of complaints to the Advertising Standards Authority for Ireland (ASAI) last year, it has been revealed.
A total of 1,221 written complaints relating to 924 advertisements were submitted to the ASAI last year with 449 relating to digital media, according to the organisation’s annual report.
The ASAI found that 72 advertisements overall were in breach of its Code of Standards.
The report found that 62% of the complaints made in 2015 were on the basis that an advertisement was misleading, while 24% of complaints were made on the basis that an advertisement was offensive.
There were also a wide range of other issues covered by the ASAI Code that were raised by members of the public, including concerns about alcohol advertising, children, employment and business opportunities, financial services, food and non-alcoholic beverages, health and beauty claims and slimming claims.
While this is a significant decrease from the 606 complaints made about digital media in 2014, the ASAI noted that as a proportion of all complaints, digital media has been increasing steadily year on year.
In 2010, it represented 22% of all complaints, compared to 38% in 2015.
Complaints relating to broadcast media (TV and radio combined) totalled 356, while outdoor media attracted 169 complaints.
The organisation, which is financed by the advertising industry, also offers free confidential and non-binding copy advice on the compliance of proposed advertising.
Speaking at the launch of the 2015 ASAI Annual Report, Orla Twomey, CEO of the ASAI, said: “The ASAI is committed to promoting the highest standards of marketing communications in Ireland and our 2015 Annual Report echoes this statement, conveying the shear breath of advertisements adjudicated on by the ASAI’s independent Complaints Committee.
“A 98% compliance rate shows that advertisers in Ireland are completely on board with the ASAI in our bid to protect consumers and ensure the highest the standards of advertising and marketing communications”
The objective of the ASAI Code is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’ and 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 ASAI 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.
