Advertising Standards Authority for Ireland releases latest Complaints Bulletin

  • 4 advertisements were found to be in breach of the ASAI Code on grounds related to a range of issues including Misleading / Substantiation, Recognisability and Pricing.

The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin, which contains 9 case reports on complaints recently investigated by the organisation.

3 of the 9 advertisements were found to have been in full breach of the ASAI Code. 1 of the 9 advertisements was found to have been partly in breach. The 4 advertisements were found to be in breach of the ASAI Code on grounds related to Misleading / Substantiation, Recognisability and Pricing.

The advertisements complained of related to Radio, Online (Influencer’s social media account), Social Media (Advertiser’s own page), Internet (company own website), Online (3rd party website), and Television. The ASAI Complaints Committee chose not to uphold five consumer complaints.

The Complaints Committee is a completely independent arm of the ASAI and is responsible for considering and adjudicating on complaints submitted by the public, by an organisation, by a Government Department, or any other person or body. 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 variety of platforms, and demonstrates how we ensure that ads in Ireland stick to the advertising rules. The main role of advertising self-regulatory organisations (SROs), such as the ASAI, is to ensure that ads and other marketing communications are legal, truthful, decent, and honest, prepared with a sense of social responsibility to the consumer and society and with proper respect for the principles of fair competition.”

“The ASAI is committed to protecting society in relation to advertising across all mediums. Self-regulatory ad standards provide an additional layer of consumer protection which complements legislative controls and offers an easily accessible means of resolving disputes.”

“The ASAI provides a free and confidential copy advice service to the advertising industry to help them create responsible ads. If an advertiser, agency, or medium 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.”

Brian O’Gorman, Independent Chairperson 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, through its adjudications, 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 advertisements that have been found to be in breach of the ASAI Code:

Company/OrganisationComplaint CategoryFurther Details
  Tridike Limited (trading as Gifted from Ireland)  Misleading / Substantiation  The complainant considered that the advertising was misleading as it was stating that the products available to buy were Irish made when many of them were not.   Complaint Upheld.   In breach of Sections 4.1 and 4.4 of the Code.   Link:  
  Pretty Little Thing    Recognisability / Misleading  The complainant considered the influencer to be posting new outfits on her stories and page with discounts and links without declaring whether these were advertisements, whether she was paid, or being in a partnership with the brand. They noted that after some time, these posts were edited to include Paid Partnership or #ad.   Complaint Upheld.   In breach of Sections 3.31, 3.32, 4.1, and 4.4.   Link:
  Vavavoom    Recognisability / Misleading  The complainant considered the influencer to be posting new outfits on her stories and page with discounts and links without declaring whether these were advertisements, whether she was paid, or being in a partnership with the brand. They noted that after some time, these posts were edited to include Paid Partnership or #ad.   Complaint Upheld.   In breach of Sections 3.31, 3.32, 4.1, and 4.4.   Link:  
  Electrifying Ventures LTD  Misleading / Substantiation / Pricing  Issue 1:   The complainant considered that the advertisement was misleading as it had stated that a mains lead was included which the complainant considered was stating that it was included in the purchase price of the charger, however, when they clicked “add to basket” a pop-up box showed a higher price than that advertised.   Issue 2:   The complainant considered that the use of a pre-selected drop-down menu for the mains lead could induce a consumer to spend more than they expected to.   Issue 3:   The complainant noted that the advertisement had stated that ‘Next Day Delivery’ was included, however, at the checkout stage of their purchase, they were presented with three delivery options, an express option that appeared to be on offer, a standard 2–5-day delivery option and a named courier express Europe option, with the cost of the first two options provided, while the courier express Europe option did not include the cost. The complainant noted that when they initially viewed the website to place an order, the delivery option preselected for that order was the express option on offer which was the cheapest option. When they viewed the website some days later, the same option was pre-selected, however, it was no longer the cheapest delivery option. The complainant therefore objected to the use of a pre-selected delivery option that they considered could be a more expensive option to consumers as the price appeared to vary.   Issue 4:   The complainant considered that the advertising was misleading as they did not consider that it was clear that the products being advertised were generic products. The complainant considered that the headline of the advertisement had led them to believe that the charger was a [named brand] branded charger.   Complaint Upheld In Part on Issues 1, 2, and 4.   In breach of Sections 4.1, 4.4, 4.22, and 4.24 of the Code.   Link:  

The following advertisements were investigated and the ASAI Complaints Committee found that they did not breach the Code on the grounds raised in the complaints.

  Fitbit  Misleading / Substantiation / Promotions  The complainant considered the marketing description for the product to be misleading as there was no warning that not all mobile phones were compatible with the product.   Complaint Not Upheld.   Link:  
  Sherry Fitzgerald Galway  Misleading / Substantiation  The complainant considered estate agents have been using photo stretching software in the advertising of rental properties and now few are actually genuine. They said the software was used exclusively to manipulate the photographs to make rooms appear more spacious to the customer using their site or a third party’s site. They said this amounted to intentional false representation of the product to make it appear better than it actually was.   Complaint Not Upheld.   Link:
  Ladbrokes  Principles / Gambling  Issue 1:   A complainant considered that the advertisement was both harmful and misleading to viewers as to the likely outcome of gambling on football matches, and in turn, was encouraging further gambling without any consideration of the negative outcomes of gambling.   Issue 2:   A complainant considered that the advertisement promoted the ‘highs’ associated with gambling which they considered could trigger anyone struggling with a gambling problem and was glamorising the thrills of gambling.   Complaints Not Upheld.   Link:  
  Toyota Ireland  Misleading / Substantiation  Issue 1:   The complainant considered that the claim to be “ahead of your time” was misleading as they believed that the advertisers were behind other car manufacturers in electric cars.   Issue 2:   The complainant considered that the claim to have ‘double the patents on battery technology than the next car manufacturer’ was misleading as the advertisers would need to prove that they had twice of patents than a named electric car producer or any other motoring manufacturer.   Complaints Not Upheld.   Link:
  Volkswagen  Misleading / Substantiation / Environmental  Issue 1:   The complainant said that the purchase of petrol and diesel cars, even if they were more efficient than older models, could not be considered to be ‘climate action’.   The complainant said that the Intergovernmental Panel on Climate Change has stated explicitly that the world must dramatically cut fossil fuel use, including oil, by 2030, if there was to be any hope of keeping global temperature rise to 1.5C. In this context, the complainant considered that encouraging the purchase of fossil fuel cars, which could remain on Irish roads for another 10-15 years could not be considered climate action as it would lock Irish car users into carbon-intensive infrastructure, which would continue to emit emissions for years to come.     Issue 2:   The complainant said that the Sustainable Energy Authority of Ireland (SEAI) operated an electric vehicle grant scheme which supported genuine climate action in the form of encouraging the purchase of hybrid cards (i.e., cars that use fossil fuels but also use electricity) or fully electric cars.   The use of the word ‘grant’ in the advertisement, specifically implied that the Volkswagen promotion was a government-backed scheme when this was not the case.   Complaints Not Upheld.   Link:  

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 percent. The ASAI Monitoring Service monitors compliance with the Complaints Committee’s adjudications.

Media are reminded that advertisements found to be in breach of the Code cannot be accepted for publication.

Follow The Advertising Standards Authority for Ireland on LinkedIn and Twitter @THE_ASAI

Almost half (46%) of those renting in Ireland are aged 35-54 despite the stereotype that the younger generation are majority renting group – new Core Living and Housing Report

  • Nearly a third (30%) of mortgage owners do not want to stay in their current property
  • Majority of renters like their area, but just 56% are satisfied with the home they live in

According to the new Living and Housing report from Core, Ireland’s largest marketing communications company, 46% of those surveyed who are renting in Ireland are 35–54-year-olds and 55% are couples with and without children, despite the common assumption that renters are young single adults.

The research shows that the average age of a renter has been increasing, as the lack of housing to purchase keeps a growing generation renting, whether they want to or not. Only 23% of mortgage-holders are aged under 34 years old, while 66% of homeowners are aged over 55 years old.

The report reveals that location trumps living space across all households in Ireland currently with 76% of people satisfied with the area they live in. It is evident from the report there is dissatisfaction with the quality of living spaces in comparison, as nearly a third (30%) of mortgage owners have revealed they don’t want to stay in their current property long term and just 56% of renters are satisfied with their home itself.

The report shows that the Irish public now place a lot more value and importance on community, its amenities and surrounding areas in comparison to pre Covid.

  • 1 in 3 adults feel that the upkeep of public parks, the sense of community and the cleanliness of their town have changed for the better in the last 2 years
  • 64% of renters and 82% of home owners feel safe in their community
  • 65% of renters would recommend their area, less than half (45%) of renters like their home

Speaking about these research findings, Core’s Marketing Director, Finian Murphy said:

“The modern-day profile of renters needs to be recognised as not only young people starting out, but in fact many renters are now young families at that key household formation stage of life. It is important to recognise that the traditional family first home is becoming less of a realisation for many. The opportunity to decorate, customise or invest in a home as a family grows may not be possible when renting. This will have a significant impact on many categories who market their brands to young couples and families starting out.

30% of current mortgage owners told us they would not like to stay in their home for the long-term, which will of course drive up demand for those looking to move from maybe their first home to a large space. This tends to be driven by the current home not “suiting my needs” rather than being unhappy with the community or area they live in. In fact, during COVID-19, there has been a growth in appreciation for local parks, public space and community spirit so of those who plan to move, they possibly only which to go around the corner.”

To learn more about Core, please visit or @core_irl on Twitter.

To register to receive the full report, please visit

Affidea to provide 20,000+ additional MRI scans per year thanks to multi-million-euro investment in two new state of the art MRI machines

  • 12 new roles to be created across clinical and non-clinical positions as part of new investment
  • Strategic move accelerates Affidea’s ambition to become one of the leading healthcare providers on the island of Ireland

Affidea, Ireland’s leading independent provider of diagnostic imaging and outpatient services, has announced that it will be providing up to 20,000 additional MRI scans per year following a multimillion euro investment in two new MRI machines at its Tallaght operation.

The significant investment will also create 12 new positions across clinical and non-clinical roles in Affidea’s Tallaght clinic which operates seven days per week to meet patient needs. Once installed, the Tallaght clinic will boast three MRI machines dedicated exclusively to outpatient imaging. The company already employs more than 300 professionals across Ireland and provides medical services to over 200,000 patients in Ireland annually.

Today’s news confirms Affidea’s continued commitment to invest significantly in its Irish infrastructure to facilitate improved and rapid access to quality patient centric healthcare catering to both the public and private markets.

The two new MRI machines will be operational in the first quarter of 2022 and will add to Affidea’s already significant suite of diagnostics available at its three ExpressCare Clinics in Dublin and Cork as well as it’s ten diagnostic centres and managed hospital services across the country. This offers patients unrivalled access to advanced diagnostic imaging which has previously been an issue in Irish healthcare.

The 10 Affidea diagnostic centres are located in Dublin – Dundrum, Northwood, Meath Primary Care and a new flagship clinic in Tallaght – Waterford, Kilkenny, Naas, Letterkenny, Northern MRI in Belfast and Cork city, with ultrasound services in Mallow Primary Care Centre.

Meanwhile, Affidea’s ExpressCare Clinics treat minor injuries and illnesses that don’t require a hospital visit. Offering fast turnaround times without an appointment, the clinics treat fractures and sprains, lacerations requiring stitches, sports and DIY injuries, minor burns and scalds, eye and ear injuries, insect and animal bites, infections and rashes. Children over the age of one are also treated, eliminating the need for a stressful visit to a hospital A&E department with an injured child.

Affidea Ireland, which was established here in 2007, is part of the European Group, Affidea, which has 308 advanced diagnostic imaging, outpatient and cancer care centres across 16 countries. Focused on providing high quality affordable care, the company, performs over 14 million examinations annually.

Barry DownesCEO of Affidea Ireland, says: “Timely access to appropriate diagnostic imaging is now a fundamental part of modern healthcare delivery. This year, we have seen the tremendous success of the GP Direct Access program where GPs now have access to imaging in a primary care environment.  The impact of this program cannot be underestimated – by granting GPs direct access to imaging, there is an immediate reduction on the requirement for hospital OPD appointments and subsequent requests for imaging in hospitals.

Our own studies have shown this direct access to imaging has resulted in a significant reduction in hospital referrals This is the essence of Slaintecare – delivery of appropriate care in the community relieving pressure on the acute sector and empowering General Practice.”

For more details, check out or

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