Advertising Standards Authority Releases Latest Complaints Bulletin

ASA’s Independent Complaints Council has upheld fifteen cases in full, and one case in part in its latest complaints bulletin. Advertisements across Online, Social Media, Radio and Brochure were found to be in breach of the ASA Code. The Complaints Council chose to not uphold four complaints.
A TonyBet ad suggested gambling could be a source of income; VHI claimed to cover all oncology treatments despite exclusions in its plans; and a product marketed as ‘100% Irish Made’ that was being shipped from China.
Cases were upheld against:
- Glaze Aura
- Irish Supply
- Dpharmacy.ie
- Inglot and @twins_and_me_
- VHI
- Body Ballancer
- TonyBet
- Leonard Wilson Keenan
- UBER Eats
- Simple Life (AM APPS Ltd) and @twins_and_me_
- Lidl Ireland
- Current Body
- Abbey Blue Legal
- SIRO
- KamaGames
Commenting on the latest Advertising Standards Authority rulings, Orla Twomey, Chief Executive of the Advertising Standards Authority, said: “The Advertising Standards Authority is dedicated to protecting consumers from advertising that is misleading, harmful, or offensive. Our latest complaints bulletin highlights the range of cases we address, demonstrating our ongoing commitment to honesty, transparency, and integrity across Ireland’s advertising landscape.
These rulings underscore the importance of transparency, and responsibility in all forms of advertising. Beyond enforcing compliance, we are committed to promoting the principles of the Code across the industry, helping to build public trust in marketing communications.
Additionally, to assist advertisers, we offer a free and confidential copy advice service, guiding them in creating responsible and compliant advertisements. This service provides invaluable guidance for advertisers, agencies and media that carry advertisements who may have questions or concerns about the compliance of marketing communications. We encourage anyone in the industry to take advantage of this resource to ensure their advertising is both responsible and effective.”
Below is a list of 15 advertisements that have been found to be in breach of the Advertising Standards Authority Code:
| Advertiser | Glaze Aura |
| Medium | Online (Social Media / Website) |
| Status | Issues 1 and 2: Upheld |
| Category | Misleading / Substantiation |
| Link | https://adstandards.ie/complaint/health-beauty-96/ |
| Description | |
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Advertising on Glaze Aura’s social media and website for the product Glazevale Tallow Honey Balm included a number of statements including ‘100% Grass-Fed Tallow’ and ‘Irish Made,’ and highlighted ingredients including raw honey, olive oil, and essential oils.
Issue 1: The complainants considered the social media advertising misleading as it claimed that the product was Irish made however, upon placing an order, they noted the product was shipped from China.
Issue 2: A complainant considered the ingredients listed in the advertising were misleading as while the product name on the label was ‘Woodsleep Tallow Honey Balm’, the list of product ingredients on the label did not include any of those listed in the advertising.
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| Advertiser | Irish Supply |
| Medium | Online (Company’s Own Website) |
| Status | Upheld |
| Category | Misleading |
| Link | https://adstandards.ie/complaint/household-55/ |
| Description | |
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The advertisement was a listing for the BRAVA Mandoline Vegetable Slicer, showing several differently coloured mandolines demonstrating the product’s various applications. The listing also included a series of customer reviews, all of which rated the product five stars.
The complainant stated that they ordered the product but received an inferior imitation of the product depicted in the advertisement. They further noted that the product supplied differed in appearance and quality from the advertised version, including variations in the handle design and blade area.
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| Advertiser | Dpharmacy.ie |
| Medium | Online (Company’s Own Website) |
| Status | Upheld |
| Category | Misleading / Price |
| Link | https://adstandards.ie/complaint/health-beauty-97/ |
| Description | |
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The advertisement was a listing on the advertiser’s own website for Ariana Grande Ari EDP 50ml perfume. Under the picture of the product, the price was listed as €40.00 with €100.00 crossed out.
The complainant considered the advertisement misleading as they claimed the product had never been on sale for €100.00.
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| Advertiser | Inglot Cosmetics Ltd. and @twins_and_me_ |
| Medium | Online (Social Media) |
| Status | Upheld (Issues 1 and 2) |
| Category | Misleading / Recognisability |
| Link | https://adstandards.ie/complaint/health-beauty-98/ |
| Description | |
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The advertisements were Instagram stories posted by the influencer, @twins_and_me_, showing the application of Inglot Cosmetics products. In the first story, text on screen stated ‘I have 30% off Inglot website – Julie is code,’ with the word ‘Ad’ displayed in small white text in the bottom right corner. In the second story, the text read ‘Spot the difference – Mascara is linked – Julie’ is discount,’ with the label ‘@inglotireland ad’ in cursive white text in the top right-hand corner.
Issue 1: he complainant believed that the advertising disclosures were not sufficiently clear or prominent. They said the labels were small, placed in the corners of the screen, and blended into the background, meaning viewers may not immediately recognise the content as advertising.
Issue 2: The complainant also claimed that a filter had been applied while the makeup was being demonstrated, which they considered misleading as it could alter the appearance of the products.
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| Advertiser | VHI |
| Medium | Advertiser’s Own Website |
| Status | Upheld |
| Category | Misleading |
| Link | https://adstandards.ie/complaint/health-beauty-99/ |
| Description | |
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The advertisement appeared on the advertiser’s own website and featured a webpage promoting VHI Cancer Care. The page included statements such as ‘Complete support when you need it’ and ‘With you every step of the way,’ and outlined benefits including fast access to treatment, new cancer drugs, and that ‘All your oncology treatment… will be fully covered by your VHI plan.’ Disclaimers were included on the page stating that benefits vary by plan and directing consumers to check their individual Table of Benefits in MyVhi.
The complainant considered the advertisement to be misleading as they believed the wording suggested that all cancer treatments would be covered under VHI plans. They said that they were later advised that their particular treatment was not covered under their plan, or any plan offered by VHI, and therefore felt the claims created a misleading impression about the extent of cover available.
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| Advertiser | Body Ballancer |
| Medium | Online (Social Media) |
| Status | Upheld |
| Category | Misleading / Substantiation |
| Link | https://adstandards.ie/complaint/health-and-beauty-16/ |
| Description | |
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The advertisement appeared on a community Notice Board Facebook page and promoted a lymphatic massage device called Body Ballancer®. The advertisement included statements such as ‘Try the amazing Body Ballancer Kinsale…’ and ‘book your appointment for a lighter more energised YOU!’ It also featured a testimonial from a named magazine claiming that the treatment could lead to shapelier legs, improved circulation and a reduction in cellulite.
The complainant believed the advertisement was promoting a beauty product with unsubstantiated medical claims and played on the fears and insecurities of menopausal women by promising elements like reduced cellulite and more slender limbs.
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| Advertiser | TonyBet |
| Medium | Online (YouTube Advertisement) |
| Status | Upheld |
| Category | Gambling |
| Link | https://adstandards.ie/complaint/leisure-49/ |
| Description | |
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The advertisement appeared as a sponsored video on YouTube promoting the gambling brand TonyBet. The ad depicted a man using his phone while sitting on the toilet and included the on-screen statement, ‘Only 3% of people can do this. Make money while sitting on the toilet.’ A footnote also appeared containing a responsibility message and terms and conditions relating to the offer.
The complainant considered the advertisement to be misleading and irresponsible, as they believed it suggested that gambling was easy, while downplaying the potential risks and harms associated with gambling.
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| Advertiser | TonyBet |
| Medium | Online (YouTube Advertisement) |
| Status | Upheld |
| Category | Gambling |
| Link | https://adstandards.ie/complaint/leisure-50/ |
| Description | |
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The advertisement appeared as a sponsored video on YouTube promoting the sports betting casino at TonyBet. The ad depicted a woman holding a baby with on screen text saying, ‘It’s hard to pay my rent and take care of my babies.’ Later in the video, the woman was shown giving a thumbs up alongside text that stated, ‘But I made $8,500 last month.’ A footnote also appeared containing a responsibility message and terms and conditions relating to the offer.
Two complainants objected to the advertisement. One complainant considered that the advertisement depicted gambling as financially beneficial. The second complainant believed the advertisement created the dangerous impression that gambling could resolve personal or financial difficulties, targeting vulnerable individuals, and encouraging harmful gambling behaviour.
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| Advertiser | Leonard Wilson Keenan |
| Medium | Online (Third party) |
| Status | Upheld |
| Category | Misleading / Substantiation |
| Link | https://adstandards.ie/complaint/property-21/ |
| Description | |
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The advertisement appeared as an online property listing and described the property as a ‘3 Bedroom, 1 Bathroom Mid Terrace Cottage’.
The complainant considered the advertisement to be misleading as they believed the property was, in fact, a two-bedroom house. They said that one of the rooms described as a bedroom consisted of a curtained-off area which they did not consider large enough to function as a bedroom.
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| Advertiser | UBER Eats |
| Medium | Brochure |
| Status | Upheld |
| Category | Misleading |
| Link | https://adstandards.ie/complaint/food-beverages-25/ |
| Description | |
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The advertisement was an Uber Eats leaflet which stated ‘Try Uber Eats and get 80% off*’ and ‘New customers can enjoy 80%* off their first 3 orders.”’ An asterisk linked to text at the bottom of the leaflet which explained that the offer was ‘80% off (save up to €15), when you spend €15 or more on menu items .’ The complainant considered the advertisement to be misleading, as they believed the headline claim of ‘80% off’ was contradicted by the terms of the offer, given that savings were capped at €15 and the discount was therefore limited.
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| Advertiser | Simple Life (AM APPS Ltd) and @twins_and_me_ |
| Medium | Online (Social Media) |
| Status | Upheld |
| Category | Misleading / Recognisability |
| Link | https://adstandards.ie/complaint/health-beauty-100/ |
| Description | |
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The advertisement appeared as stories on the influencer’s own Instagram account promoting the weight loss app Avo. An affiliate link to the app was provided in the advertisement offering a 50% discount with the word ‘Ad’ in white text.
The complainant considered the advertisement misleading as it was not immediately clear that the content was a marketing communication due to the size and prominence of the text.
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| Advertiser | Lidl Ireland |
| Medium | Online (Company’s Own Website) |
| Status | Upheld |
| Category | Misleading / Price |
| Link | https://adstandards.ie/complaint/retail-supermarket-17/ |
| Description | |
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The advertisement featured as a listing on the Lidl website promoting a Massage Gun at a 37% discount for Lidl Plus members. The advertisement stated that the offer was available ‘From 15.09’ and ‘only in store from 15.09.’
The complainant stated that no end date was included and observed that when they attempted to purchase the product on October 11th, the promotion was no longer available and they were charged the full price.
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| Advertiser | Current Body |
| Medium | Online (Influencer’s Social Media Account) |
| Status | Upheld |
| Category | Misleading / Substantiation |
| Link | https://adstandards.ie/complaint/health-beauty-101/ |
| Description | |
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An Instagram story featured an influencer wearing the Current Body LED face mask where she said the product was “proven to reduce wrinkles by 35%.”
The complainant stated that the claim was misleading, as neither the influencer nor the brand had included substantiation for the figure.
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| Advertiser | Abbey Blue Legal Ltd |
| Medium | Online (Company Own Website and Social Media) |
| Status | Upheld |
| Category | Misleading |
| Link | https://adstandards.ie/complaint/40947/ |
| Description | |
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Online content on Abbey Blue Legal Ltd’s website and LinkedIn included a number of statements such as ‘We specialise in Irish immigration services, offering over 50 years of combined expertise to help you achieve your dreams’ and ‘Talk to an expert about your Irish immigration needs’, In the footer of each webpage, a disclaimer stated ‘We are not solicitors.’
The complainant objected to the advertisement as they believed it implied that the service provided was offered by solicitors or qualified legal practitioners. While they noted the disclaimer in the footnote, they considered that the content was written with the intention to give the impression the service was provided by a legal practitioner.
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| Advertiser | KamaGames |
| Medium | Online (Third Party Website) |
| Status | Upheld (Issue 2) |
| Category | Misleading / Substantiation |
| Link | https://adstandards.ie/complaint/leisure-48/ |
| Description | |
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A paid online advertisement on X for KamaGames Blackjackist game stated ‘No annoying notifications. No purchases. Just. Good. Old. Blackjack.’
Issue 1: The complainant considered that the claim ‘no annoying notifications’ required substantiation.
Issue 2: The complainant considered that the claim ‘no purchases’ was misleading as they believed that the game included in-game purchases.
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The Complaints Council chose to uphold one complaint made by an intra-industry (competitive) complainant in the following cases:
| Advertiser | SIRO |
| Medium | Radio |
| Status | Upheld |
| Category | Misleading / Substantiation |
| Link | https://adstandards.ie/complaint/telecommunications-102/ |
| Description | |
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A radio advertisement from SIRO promoted the company’s fibre to the home broadband, stating that it offered “the fastest, most reliable, futureproofed fibre broadband” through retail many different partners.
The complainant stated that the advertisement was misleading and contained unsubstantiated claims, noting that there was no evidence to support the claim that SIRO’s network provided the fastest or most reliable broadband to all customers. The complainant also highlighted that, as SIRO’s retail partners did not exclusively use SIRO’s network, some customers could receive broadband via alternative technologies, meaning the claim could not be applied universally.
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Below is a list of four advertisement that have been found to not be in breach of the Advertising Standards Authority Code
| Advertiser | Glen Grant Limited t/a Campari UK (Aperol) |
| Medium | Online (Third Party Website) |
| Status | Not Upheld |
| Category | N/A |
| Link | https://adstandards.ie/complaint/alcohol-43/ |
| Description | |
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An online advertisement for Aperol appeared on YouTube and showed an Italian bar scene with customers ordering Aperol spritz.
The complainant argued that alcohol advertising should not have been served to their account while they were streaming historical content to their television for their children during the afternoon. They believed this placement effectively circumvented broadcast-style restrictions on alcohol advertising and resulted in the ad being seen by both them and their children.
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| Advertiser | Richmond Marketing (Peroni) |
| Medium | Online (third party) |
| Status | Not Upheld |
| Category | N/A |
| Link | https://adstandards.ie/complaint/food-non-alcoholicbeverages-18/ |
| Description | |
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An online advertisement on YouTube for Peroni 0.0 showed a group of friends at a train station setting up a table at the station bar to have a drink while waiting for their train.
The complainant argued that an alcohol-related advertisement should not have been served to their account while they were streaming historical content to their television for their children during the afternoon. They believed that this placement effectively circumvented broadcast-style restrictions on alcohol advertising and resulted in the ad being seen by both them and their children.
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| Advertiser | An Garda Síochána |
| Medium | Radio |
| Status | Not Upheld |
| Category | N/A |
| Link | https://adstandards.ie/complaint/recruitment/ |
| Description | |
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A radio advertisement for An Garda Síochána recruitment featured a 999 call from a child asking for help as their father had a knife and had hurt their mother, followed by the sound of Gardaí arriving at the scene and ordering the assailant to drop the weapon. A voiceover stated “An armed incident is usually over in seconds, but the people we help, that stays with us forever. It reminds us that it’s a tough job but it’s a job worth doing. Join An Garda Siochána today.”.
The complainant argued that the advertisement was inappropriate to air during a late afternoon radio programme when children were likely to be present, and said that their six-year-old child became distressed after hearing it and questioned whether the incident was real.
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| Advertiser | Irish Ferries |
| Medium | Online (Company’s Own Website) |
| Status | Not Upheld |
| Category | N/A |
| Link | https://adstandards.ie/complaint/travel-12/ |
| Description | |
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An online advertisement on the advertiser’s own website promoted the Irish Ferries Club loyalty programme, encouraging customers to sign up, collect points on eligible spend, and progress through green, silver, and gold tiers to access savings and travel benefits.
The complainant argued that the advertising was misleading because not all spend was eligible to earn points, and that a significant proportion of booking costs were excluded, meaning customers might need to spend more than they expected to reach higher loyalty tiers.
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The Advertising Standards Authority 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 Advertising Standards Authority Monitoring Service monitors compliance with the Complaints Council’s adjudications.
Media are reminded that advertisements found to be in breach of the Code cannot be accepted for publication.
Visit adstandards.ie to learn more
To keep up to date on Advertising Standards Authority activity, follow the organisation on:
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