Advertising Standards Authority for Ireland releases latest Complaints Bulletin

18 advertisements found to be in breach of the ASAI Code on grounds relating to

Misleading Advertising, Promotion and Recognisability

 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 organisation.

18 of the 19 advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising, Promotion and Health & Beauty. The advertisements complained of related to Email, Social Media, Online, Direct Mail, Television and Print advertising. One of those upheld related to an intra industry / interested party complaint. The ASAI Complaints Committee chose not to uphold one consumer 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: 

The latest complaints bulletin from the ASAI illustrates our ability to handle complaints across a large number of mediums. The ASAI is committed to protecting consumers in relation to advertising – across all mediums – and our approach is to work with all advertisers to ultimately ensure that all marketing communications are legal, truthful, decent and honest.” 

Professor Bairbre Redmond, Independent Head of the Complaints Committee of the ASAI, says:

“Over the past few years, the Complaints Committee, comprised of independent and industry members, has dealt with a broad range of complaints. The Complaints Committee has also spent considerable time highlighting awareness in relation to advertising best practice within the advertising industry, ensuring all relevant parties are equipped with the knowledge and resources to correctly identify commercial marketing content across their platforms.” 

Below is a list of complaints that have been found to be in breach of the ASAI Code:


Company/Organisation Complaint Category Further Details

Therapie Clinic



Two complaints were received. One complainant said that she considered the advertisement to be misleading as the treatments offered at one cent only applied if a course of six sessions was also booked. Another complainant said that she received a text message advertising the campaign. She said when she rang to inquire about the offer she was told that it only applied to the purchase of another qualifying product, as per the terms and conditions. She said the text message gave the impression that the sale was a standalone offer.


In breach of section 2.4©, 3.10, 4.1, 4.4, 4.9, 4.10 and 4.22 of the code.


Complaint Upheld


ieDepot Principles/Misleading The complainant considered offering customers 5% back on purchases if they provided a 5-star review on products to be essentially paying for good reviews.


In breach of section 3.10, 4.1, 4.4 and 4.6 of the code.


Complaint Upheld



eir Principles/Misleading The complainant signed up to an eir Mobile bill pay plan and chose the Samsung S8 Plus as his phone. He waited four days for the phone to arrive and telephoned eir to see where it was. He was advised that the phone was out of stock and had been out of stock for some time. The complainant made further enquiries with eir’s webchat facility who advised him that the phone was in stock, contradicting the information received by telephone, however, he again telephoned eir and was again advised that the phone was out of stock. In the circumstances the complainant considered that the online advertising was misleading as the phone was not marked as being ‘out of stock’


In breach of section 3.10, 4.1, 4.4, 4.27, 4.28 (a), (b) and 4.29 of the code.


Complaint Upheld


eir Principles/Misleading The complainant considered that the results of the eir fibre coverage map for her address were misleading as she was advised by eir that fibre was not available at her address.

In breach of section 3.10, 4.1, 4.4, 4.9, 4.10 and 4.28 (a) of the code.

Complaint Upheld


eir Principles/Misleading The complainant considered that the advertised price promotion of €40 off the phone was misleading as the price of the phone for the plan that they were interested in, Select 1GB, had been priced at €99 for the past number of months, even after the promotion went live.


In breach of section 3.10, 4.1, 4.4, 4.9, 4.10 and 5.5 of the code.


Complaint Upheld


Volkswagen Bank Misleading The complainant received the mailing and brochure in the post and noted the advertised APR of 1.9% for a new Touran.  The complainant said that their last three cars were Tourans and they were aware of the importance of obtaining a low APR.  After ordering their Touran, the complainant noted that their hire purchase agreement included an APR rate of 3.9%.  After querying the matter with Volkswagen, he was told that he was being charged the correct interest rate and that the lower rate only applied to selected models. The complainant considered that the direct mailing and brochure were misleading as they had not included any reference to a higher APR rate of 3.9% being charged which, in his case, would have amounted to a price difference of over €1,200.


In breach of section 2.4 ©, 4.1, 4.4, 4.6, 4.9 and 4.10 of the code.


Complaint Upheld


eir Misleading The complainant viewed the offer and as an existing eir broadband customer he signed up to a SIM only mobile plan. After signing up he noted that his broadband contract had been extended from 12 to 18 months and that the price of his broadband plan had increased by €21 per month. As there had been no reference to the term and price of an existing broadband plan being changed, the complainant considered that the advertising was misleading.


In breach of sections 2.4 ©, 4.1, 4.4, 4.9, and 4.10 of the code.


Complaint Upheld


Sherborough Enterprises Misleading The complainant considered that the correct address for the properties was Dublin 8 and that advertising the properties’ location as Dublin 2 was misleading


In breach of sections 4.1 and 4.4 of the code.


Complaint Upheld


Bia Belle Beauty Misleading Four complaints were received regarding the advertising. The complainants objected to the claim that the mink lashes were ‘cruelty-free’ on the grounds that it was not possible that hair obtained from a mink, a wild animal, could be ‘cruelty-free’ as it was being caged. One complainant referred to the fact that the lashes were imported from China where animal cruelty laws did not compare to those in the EU. One complainant objected to the description of the “Lolly” lashes as faux mink when the advertisers had stated in a conversation on Instagram that the “Lolly” lashes were mink.


In breach of section 4.1, 4.4, 4.9 and 4.10 of the code.


Complaint Upheld


AIB Misleading The complainant considered that the claim that the rate applied to every existing AIB customer was misleading as he was a buy to let mortgage holder and could not avail of the lower rate and this had not been mentioned in the advertisement.


In breach of sections 4.1 and 4.4 of the code.


Complaint Upheld



Ben Dunne Gym Misleading The complainant considered that the radio advertisement was misleading as it did not make any reference to a joining fee that applied to monthly memberships. The complainant had noted the reference to terms and conditions applying in the advertisement, however, he considered that the advertisement should have specifically mentioned that a joining fee applied.


In breach of sections 4.1, 4.4, and 4.23 of the code.


Complaint Upheld



eir Misleading/Promotions The complainant considered that the advertising was misleading as he was unaware that the advertised bundle had a contract length of two years. He considered that the impression created by the advertising was that the bundle had a contract length of 1 year. The complainant also stated that, following the link in the advertisement, he had been unable to identify the bundle until contacting the advertiser who advised him that the contract length was for 2 years.


In breach of sections 4.1, 4.4 and 5.5 of the code.


Complaint Upheld


Andrew Beatty Fitness Misleading/Slimming The complainant considered that the advertisers had copied the content of his advertising from another source, including the ‘before’ and ‘after’ images of clients.  The complainant considered that the portrayal of the images implied that the advertisers had trained the people featured and was responsible for the results they had achieved


In breach of sections 4.1, 4.4, 4.9, 4.10 and 4.17 of the Code.


Complaint Upheld


UK Direct Shop Misleading/Health & Beauty and Slimming The complainant considered that the advertisers were making claims without any medical evidence and that the advertising was preying on the vulnerable as he considered it was an expensive product


In breach of section 11.1 of the Code.


Complaint Upheld


Nature and Harmony Misleading/Health and Beauty The complainant challenged the claims that breast massage could reduce the risk of breast cancer, increase breast size and prevented sagging. She considered that the claims had no scientific basis and could not be supported.

In breach of section 11.1 of the Coe.


Complaint Upheld


Showtime Essential Kitchen Products Promotions The complainant considered that the advertised competition had not been administered correctly as, after entering the competition by posting a photograph and liking and sharing the advertisers’ page as required, they noted that the winner had not been announced by the date referred to in the advertisement and that when the winner was finally announced, it appeared they had not entered the competition correctly as they had not uploaded a photograph, nor commented on the post. The complainant also said that it appeared the winner followed the advertisers’ own personal profile. The complainant referred to a comment by the advertisers that the winner had been picked from all their entries which had consisted of followers and likes and that they would post a picture of the winner in the restaurant concerned in due course.

In breach of sections 5.5, 5.18, 5.36 and 5.37 of the Code.

Complaint Upheld.



The ASAI upheld complaints made by Intra Industry / Interested Parties in the following cases:


Company/Organisation Complaint Category Further Details
Smovey Health Safety/Misleading/Health & Beauty A physiotherapist who works in private practice has objected to various advertisements for Smovey Health. They believe the website was misleading in terms of what they claimed Smovey Health could cure.

In breach of sections 4.1, 4.4, 4.9, 4.10, 11.1 and 11.5 of the Code.

Complaint was upheld in part

Link: Misleading Ryanair made five complaints, objecting to the advertisement on the grounds that it was misleading in not acknowledging its customers’ prior means of seeking redress directly with the airline, gave the impression that MyRefund’s service was more beneficial than it was, that it did not indicate any compensation payable would be net of VAT, and that it was inducing consumers to breach terms previously agreed with Ryanair.

In breach of sections 4.1, 4.2 and 4.4 of the Code.

Two of the five complaints were upheld and a third was upheld in part.




The following complaint was investigated and following investigation, the ASAI Complaints Committee did not uphold the complaint. The complaint was made by a consumer party:


Company/Organisation Complaint Category Further Details
Diageo Alcoholic Drinks The complainant objected to the scenes featuring young people at the beach and drinking alcohol at the picnic table. They said that per the ASAI Code it was wrong to feature the consumption of alcohol with any activity relating to water.


The executive challenged weather the advertisement complied with Sections 9.1, 9.5 (a) and (b), 9.8 (a) (f) and (g) of the Code.


Complaint Not Upheld





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


Shannon based companies Get the Shifts and Titan Solutions join Guaranteed Irish

Guaranteed Irish, the not-for-profit business membership organisation championing homegrown and international businesses in Ireland, is delighted to announce that Shannon based technology companies Get the Shifts and Titan Solutions have joined the organisation.

Get the Shifts, which was established in 2016, provides temporary staff for bars, restaurants and other hospitality events. The company recruits and trains staff who are then made available to businesses as they need them via the Get the Shifts app. The company plans to recruit 700 people over the next 12 months.

Founded in 2011, Titan Solutions is a supply chain solutions and management company whose suite of service offerings transform supply chains from SMEs to multinationals across all industries. Titan Solutions works with companies in Ireland and around the globe in supply chain management programs, freight and warehousing services, inventory optimisation, and distribution network analysis and design.

Titan also works with American companies on redeveloping their EU business and distribution model. Most recently, they worked with AVTECH, a Rhode Island, USA, based computer hardware developer and manufacturer, in launching a new global distribution centre in Shannon, Co Clare. 

Brid O’Connell, CEO of Guaranteed Irish, says she is delighted to welcome Get The Shifts and Titan Solutions to the organisation: “A number of great companies from the Shannon area and wider region are already members of Guaranteed Irish and we are now delighted to welcome Get The Shifts and Titan Solutions on board. Both are growing companies which really demonstrate how technology can be used to solve problems in particular sectors.  

Recruiting and retaining staff has always been an issue in the hospitality sector, and Get The Shifts has come up with a creative and innovative way to crack this problem. Titan Solutions, meanwhile, works with clients to ensure they have the correct supply chain solution in place. Both companies met the criteria to become a member of Guaranteed Irish and they can now proudly display the Guaranteed Irish logo as a badge of honour. We’re really looking forward to working with them in the future.” 

Hannah Wrixon, CEO of Get The Shifts, says:Get the Shifts is a tech-centric staffing solutions organisation which is disrupting the hospitality sector. We are dedicated to quality in all of our offerings and as such are delighted to be awarded the Guaranteed Irish symbol, as this brings another layer of quality and peace of mind to our clients. As we continue to grow and expand, we are happy to do so in conjunction with Guaranteed Irish.”

Paul Collins, Managing Director of Titan Solutions, says:We are very excited to join Guaranteed Irish. They are a driving force in supporting Irish businesses, and we are honoured to have received the Guaranteed Irish symbol. We are the only company in Ireland to offer a unique combination of solutions that enhance businesses entire supply chain. We have exclusive technologies that use existing company data to increase visibility, profitability, and flexibility. Being a part of Guaranteed Irish provides us with a network of indigenous businesses we can introduce our American clients to as they develop their Irish supplier requirements.”

Guaranteed Irish now has over 500 members – indigenous and international – which make a significant contribution to Irish jobs, local communities, and the Irish economy. Guaranteed Irish members employ nearly 50,000 people in Ireland, generating a turnover of €11bn. Guaranteed Irish awards its symbol to companies which create sustainable jobs, contribute to local communities and are committed to Irish provenance.

Other Guaranteed Irish members in the Shannon, Clare and Limerick region include

  • Juspy (Limerick)
  • Ishka Spring Water (Limerick)
  • Tierney’s Office Automation, (Clare)
  • Torpey Hurleys (Clare)
  • Freshtoday (Clare)
  • Kokoon Technology (Clare)
  • Mincon (Clare)
  • Recognition Express (Limerick)
  • CUBE (Limerick)
  • Carambola Kidz (Limerick)
  • CupPrint (Clare)
  • Original Irish Hotels

Membership of the Guaranteed Irish organisation spans all sectors including pharmaceutical; healthcare; technology; construction; energy; professional services; manufacturing; tourism; food and drink; craft and design; retail; and lifestyle. The organisation considers three core criteria when assessing an applicant for membership – jobs, community and provenance.


Keep up to date on Guaranteed Irish news here:

For more details on Titan Solutions, check out

For more details on Get the Shifts, check out

Core launches Ireland’s first ever National Sponsorship Index which ranks Top 50 sponsorships in Ireland and brings total transparency to the sponsorship market

  • Electric Ireland is most impactful sponsor in Ireland for the ‘Darkness into Light’ campaign in partnership with Pieta House
  • Index shows uplift of 70% on commercial metrics for sponsors who get it right
  • Pioneering National Sponsorship Index represents three years of research and testing, and combines academic rigor with sponsorship expertise

 Core, Ireland’s largest marketing communications company, has launched the National Sponsorship Index (NSI), Ireland’s first ever benchmark for sponsorship effectiveness. The NSI sets a national standard for sponsorship, weighted against commercial impact and rated by those who matter most – the fans.

Measuring the vitality, potency and effectiveness of the Top 50 marquee sponsorships in Ireland, this pioneering work brings transparency to Ireland’s sponsorship market and shows how sponsorship drives positive business metrics. The NSI is the result of three years of development, testing and analysis by Core, in conjunction with Dr. Tony Meenaghan, Professor of Marketing at the Smurfit Graduate School of Business in UCD and Ireland’s foremost expert in the area of commercial sponsorship.

The Top Three sponsorships in the inaugural National Sponsorship Index, powered by Core, are:

  1. Electric Ireland: Pieta House’s Darkness into Light
  2. SuperValu: Tidy Towns
  3. Aviva: Aviva Stadium

The genre breakdown of the National Sponsorship Index Top 50 is:

  • Sport: 19
  • Music: 11
  • Culture: 10
  • Cause & Community: 5
  • Venue: 5

This non-partisan analysis of the sponsorship market provides marketers with intelligence into sponsorship impact across different business sectors, sponsorship genres and a range of consumer demographics, thus arming marketers with the information they need to understand sponsorship impact on a national scale.

Research assists marketers to drive increased commercial benefits and the National Sponsorship Index specifically provides clarity as to which levers drive commercial impact in sponsorship and how to maximise the effectiveness of these levers.

By pinpointing where sponsorship is delivering for a brand and providing clarity on how commercial impacts can be enhanced and maximised, the index will empower better and more commercially impactful decisions within the Irish sponsorship industry.

The index shows that sponsorships can have an uplifting impact on commercial metrics (+30% growth in performance), and outlines how that uplift is more than doubled (71%) when consumers feel that their experience has been enhanced and / or a benefit has been transferred to the property itself.

That the top two spots in the inaugural National Sponsorship Index are cause and community initiatives demonstrates that sponsors who make genuine and sustained contributions to partnering with important causes generate a deep impact with audiences.

In terms of the Top 50 rankings, music properties feature prominently, especially the Electric Picnic Festival and Longitude. Electric Picnic sponsorships include Electric Ireland, Heineken, Three, Just Eat, Red Bull and Bacardi.

The power of Cultural events as a sponsorship platform is also evident. Aldi, FBD, Bank of Ireland and Eir’s sponsorship of the Ploughing Championship all make it into the Top 50, while film is present via Virgin Media’s sponsorship of the Dublin International Film Festival.

Jill Downey, Managing Director of Core Sponsorship, says: “We have been working on this initiative for almost three years and our aim was to help solve a key challenge for marketers – to demonstrate the commercial impact of sponsorship for Irish brands and to understand how these impacts can be unlocked. We have determined not only that sponsorship has a proven impact on brand metrics, but exactly how to quantify this impact and understand the levers that drive it.  

Our National Sponsorship Index demonstrates that sponsorship has positive impacts on both propensity to purchase and long-term affinity, which are regarded as key metrics for any sponsor. Different categories of brands, properties and fan bases, lead to different levels of commercial impacts, but overall the better a sponsorship is activated, the larger the commercial returns are.” 

For details on the National Sponsorship Index Top 50, please contact Jamie Macken, Deputy Managing Director of Core Sponsorship on 

Core employs a team of 310 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy.

Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the ninth year running.

Core Sponsorship was voted Best Sponsorship Agency at the 2017 Irish Sponsorship Awards.


For further details, please check out





4site named ‘Continuing Professional Development (CPD) Accredited Employer’ by Engineers Ireland

4site, the providers of innovative engineering solutions for major infrastructural developments in telecommunications, have been named a ‘Continuing Professional Development (CPD) Accredited Employer’ by Engineers Ireland.

The Engineers Ireland ‘CPD Accredited Employer’ programme recognises excellent organisational practice in the area of professional development for engineers and technical staff. The programme is supported by the Department of Education and Skills, and over 160 leading engineering employers are harnessing this national CPD framework to raise competence levels and deliver tangible business benefits. 4site now joins a range of other prestigious companies as part of this CPD programme, including EBS Group, eirgrid, Arup Consulting Engineers, Ervia, Commission for Communications Regulation and BAM Construction.

In addition to being awarded CPD accreditation from Engineers Ireland, 4site also received ISO certifications renewal in June 2018 for H&S, Environmental and Quality, backing up another year of significant growth for the company.

4site employs over 80 highly skilled professionals, the majority of which are qualified engineers and technicians, at their headquarters in Limerick and offices in Dublin and the UK. The experienced in-house technical teams design, survey, build and maintain world-class communications networks, adapting technology, tools and processes to deliver reliable and future-proofed turnkey services for clients across Ireland, the UK and further afield. These clients include Vodafone, SIRO, Cignal, Huawei, 2RN (RTE), Three, Ericsson, Nokia, CityFibre, CommScope and enet.

4site recently invested €250,000 in developing a ‘Fibre Centre of Excellence’ at its Limerick HQ, which brings together the expertise of fibre design, survey and planning engineers who will continually innovate how fibre networks are designed and delivered, while also focusing on specialised training for graduate engineers to meet not just the current demands, but future 5G or next generation network developments. The company also offers a very successful graduate programme, complete with their own specially created training plans, to upcoming graduates from Limerick Institute of Technology, University of Limerick and further afield.

As well as a wealth of expertise in fibre technology, 4site also has significant experience in the planning, design and build of wireless networks. With over 15 years’ experience at home and abroad, 4site has earned a reputation as an independent, trusted partner who innovates, develops services, optimises assets and delivers cost efficiencies.

Ian Duggan, CEO of 4site, says: “We are delighted to be recognised by Engineers Ireland for our design-led approach to engineering, which requires world class technical skills, and continuous learning and development. Our engineers are the best in the business and have built some of the best networks in the world. But we never stop trying, testing, improving and creating the networks of tomorrow. We know we can’t do this without brilliant people, so we focus on continuous development and mentoring to ensure the highest standards at all times. It is very rewarding that Engineers Ireland has recognised our ‘people first’ approach by awarding us the Continuing Professional Development (CPD) Accredited Employer standard.”  

Caroline Spillane, Director General, Engineers Ireland, says: ‘4site is a superb example of an organisation which has cultivated a culture that promotes and facilitates learning and adaptability. 4site has demonstrated that it has a cohesive and clearly defined framework for the professional development of people.  

This national CPD Award was launched in 1999 and has accredited over 165 engineering-led organisations to date in Ireland across all sectors. It is the world’s first CPD standard for engineering employers and is supported by the Department of Education & Skills to ensure that engineering organisations continue to learn, adapt and grow to gain competitive advantage in both the domestic and international market. The standard is a set at a high bar and it is testament to vision and commitment of the management team and the CPD Committee that 4site been successful.”


For further details, please check out

or follow us on Twitter @4siteHQ



Thousands of high-level job opportunities on offer at Jobs Expo Dublin in Croke Park on 13th October

FREE event will feature employers actively recruiting for various industries including

medical technology, STEM, information technology, sales and construction 

Are you interested in meeting leading employers who have thousands of jobs available in Dublin and abroad? Or perhaps you need career advice from professional career guidance counsellors? If so, Jobs Expo Dublin, taking place in Croke Park on Saturday, 13th October, is the perfect place to explore a range of new employment opportunities and network with industry professionals.

Jobs Expo Dublin is Ireland’s largest jobs, employment and careers fair. The event is aimed at putting skilled professionals in direct contact with employers who have job vacancies in Ireland and abroad. Since 2012, more than 70,000 jobseekers have attended the event, met hundreds of employers, received free professional development advice and listened to exciting seminars presented by industry insiders.

Jobs Expo Dublin is a FREE event that will be of interest to anyone seeking:

  • Full-time or part-time employment in a variety of sectors
  • Job opportunities abroad
  • Career counselling from professional development coaches
  • Advice from industry professionals
  • Guidance from start-your-own-business experts
  • Opportunities to upskill for their current career

Specialised areas dedicated to jobs in particular industries will be available for attendees to explore and will include:

  • The Jobs Lab – medical technology and STEM jobs
  • The Digital City – opportunities for computer and IT specialists
  • The Mall – jobs in sales, retail, and related areas
  • Go Global – career opportunities overseas
  • The Campus – education, training and upskilling opportunities
  • The Building Site – opportunities in construction, engineering and related trades
  • General Jobs Area

Well-known companies will also be exhibiting. Some of the names include:

  • Tesco
  • Paypal
  • National Ambulance Service
  • Eir
  • Irish Prison Service
  • Eventbrite
  • Aldi
  • Amgen
  • Cundall

The event will also feature a Career Clinic, where attendees have the chance to meet one-to-one with professional development coaches who will assist candidates in areas such as interview skills, CV presentation and changing career direction. The Canadian and Isle of Man Government will be also be seeking to recruit Irish people for thousands of positions.

Additionally, there will be an opportunity to attend a range of seminars from career professionals who will cover a variety of topics including job seeking skills, such as using social media to land your dream job, interview techniques and a CV writing workshop. Other seminars include innovative talks by industry insiders on various career topics.

Jobs Expo Dublin is organised by Careers Unlimited and BCS Recruitment – an Irish company which specialises in education, recruitment and career enhancement.


Name:              Jobs Expo Dublin

Date:                Saturday, 13 October, 2018

Venue:             Croke Park Conference Centre, Dublin

Time:               10am – 4pm

For more details and to register for FREE admission, visit or

follow us on social media:

Twitter              @JobsExpoIreland



75% of Video-on-Demand (VOD) ads are skipped by users when given the option according to new research from Core

  • 4 out of 5 people skip a VOD advert in less than 20 seconds
  • Core research shows that completion rate for ads longer than 30 second is just 14%
  • 57% of people say that they have a negative perception of brands that don’t let them skip their video ads online

75% of ‘Video -on-Demand’ (VOD) ads are skipped when the consumer is given the option, according to new research from Core, Ireland’s largest marketing communications company.

Four out of five people (80%) will skip the ad in less than 20 seconds, while it appears Gen Z, those born since 1995, have the least patience for advertising they find uninteresting, with 73% skipping ads within 10 seconds. Core’s research shows that the completion rate for ads longer than 30 seconds is 14%, while the completion rates for ads longer than 20 seconds is 42%.

Video is taking over as the lead audio-visual viewing tool, with online video now accounting for a fifth of all AV viewing. For younger audiences, this viewing figure can be as high as 39%. 

60% of people say they are concerned there is too much VOD advertising, with 68% saying they’re concerned that the amount of VOD adverts will continue to increase. However, 54% of Irish consumers are positive about advertising when they know how long the ad will be, which shows that viewers understand that advertisements are necessary and are happy to accept their presence as long as the advertisements are targeted at relevant audiences for an appropriate length of time. In addition, 72% of consumers get very frustrated when they see the same ad online.

Ellen Kelliher, Head of Video at Core, says these research results should act as a wake-up call for advertisers, who may not realise the long-term damage that uninteresting advertisements or ill-advised targeting can do to their brand.

“VOD in Ireland is at a junction and could go one of two ways – either further volume growth of advertising on free video channels, driving viewer frustration and ultimately brand damage or responding to the view from a younger, more savvy audience that relevant, non-frustrating advertising can pay for content they enjoy. 

With so many online, paid for and traditional channels now available to viewers, people aren’t as loyal as they may have been in the past. With the research showing that 57% of consumers say that they have a negative perception of brands that don’t let them skip their video ads online, advertisers have to work harder and smarter to ensure they engage with their audiences in a meaningful way.  

Our research shows that consumers react positively to short, timely and relevant adverts and they have no issues with avoiding content which doesn’t feel applicable to them. We would call on advertisers to be more mindful of their consumers in their media planning and scheduling.”

Based on their research, Core says that the advertising industry must work to improve the online video experience. To avoid intrusive behaviour in the online video market, the company is proposing that advertisers follow these recommendations to ensure both advertisers and consumers have their needs met when it comes to VOD: 

  • Tailor your content to the platform for best user-experience – Online video works strongest when the video is suited to the device being used. Whether it’s short-form YouTube content or long-form broadcaster video consumed on mobile or desktop, advertisers need to ensure they approach each platform separately to provide the smoothest experience for the user on the player. Locally, over 50% of video ads are regurgitating the TV ad online, and this is having a negative impact on both video in general and, more importantly on the brands advertising.
  • The following lengths are recommended based on Core’s data analysis:
    • 10 seconds for short form (less than 15 mins)
    • 20 seconds for long-form (15 mins+)
  • Include any ‘call to action’ at the start of an ad – Remember 75% of people skips ads on YouTube. By playing the ads up front at the start, it allows consumers to get the ads out of the way and enjoy their content uninterrupted and they are also less frustrated.

Core employs a team of 310 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy.

Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the ninth year running.

For further details, please check out