The Advertising Standards Authority for Ireland (ASAI), the independent self-regulatory body for marketing communications, received a total of 1,450 written complaints relating to 959 advertisements last year, a 12% decrease on the number of complaints in 2020.

Advertisers in the travel/holiday sector attracted the greatest number of complaints (207), ahead of leisure (151) and household (145), while digital media was the source of the highest number of complaints by media (696), representing 48% of all complaints.

Of those 696 complaints, 77 related to influencer advertisements. A further 603 complaints were registered about broadcast media (TV and radio) adverts, while outdoor media attracted 67 complaints, an increase of almost 50% year-on-year.

Just under three-quarters of complaints were on the basis that the advert was misleading, while 9% thought an advert was offensive. Other issues raised concerned health & beauty, motoring, food and beverages, telecommunications and alcohol advertising.

Just 68 advertisements were found to be in breach of the ASAI's Code of Standards for Advertising and Marketing Communications, according to the body's annual report.

In Association with

Orla Twomey, CEO of the ASAI, stated: “The engagement with the ASAI and compliance with the adjudication of the independent Complaints Committee demonstrates 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.

Twomey went on to say the organisation had made strides in terms of its influence and as well as in policy areas, with the introduction of a new media commission to oversee online platforms and new rules on advertising high fat, salt and sugar products.

Photo: ASAI CEO Orla Twomey.