Advertising Standards Authority Annual Report for 2025 highlights strong industry partnerships and regulatory collaboration
- 2025 Annual Report outlines organisation’s work to promote high standards in advertising and to foster trust in marketing communications across Ireland
- Last year ASA received 915 complaints relating to 756 advertisements, with misleading advertising remaining the most common issue identified
30th April 2025
Advertising Standards Authority (ASA), the independent self-regulatory body committed in the public interest to promoting the highest standards of marketing communications, has today unveiled their Annual Report for 2025. The Report reflects the organisation’s continued focus on responsible advertising through clear standards, guidance, monitoring, stakeholder engagement and independent oversight, ensuring advertising in Ireland remains legal, decent, honest and truthful.
During 2025, the ASA worked closely with advertisers, agencies, media owners, public bodies and international partners to respond to emerging challenges across Ireland’s evolving media landscape. Collaboration across the co‑regulated ecosystem remained central to this work, including ongoing engagement with Coimisiún na Meán, the Competition and Consumer Protection Commission and the Gambling Regulatory Authority of Ireland.
The Annual Report highlights that 915 complaints were received in 2025 relating to 756 advertisements, with misleading advertising remaining the most common issue identified. 68% of the complaints resolved were made on the grounds that the advertising was misleading, underlining the ongoing importance of accuracy and clarity in marketing communications, particularly in digital and online environments. The Report also highlights, however, that the majority of advertisements brought to the ASA’s attention did not involve a breach of the Code.
Commenting on the publication of the Report, Orla Twomey, Chief Executive of the Advertising Standards Authority, said: “Misleading advertising remains a key area of focus for the ASA, particularly as advertising formats and technologies continue to evolve. Our work is not only about addressing issues when they arise, but about supporting good practice through guidance, copy advice, monitoring and engagement.
We encourage advertisers to engage with our copy advice service and to visit adstandards.ie if they are unsure whether an advertisement complies with the Code. Collaboration is also central to our approach, and we continue to work closely with the European Advertising Standards Alliance (EASA) and other European self‑regulatory organisations to share best practice and respond effectively to common challenges.”
Beyond enforcement, the Report highlights the ASA’s continued focus on education and awareness‑raising, including guidance, stakeholder engagement and industry events. Advertisers were again encouraged to make use of the ASA’s copy advice service to support compliance at an early stage.
The Annual Report also notes that work commenced during 2025 on the eighth edition of the Code of Standards for Advertising and Marketing Communications in Ireland, a major project that will involve extensive stakeholder consultation and will shape advertising regulation in the years ahead.
The Advertising Standards Authority Annual Report 2025 is available at https://adstandards.ie/wp-content/uploads/2026/04/Ad-Standards-Annual-Report-2025-Final.pdf
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