7 advertisements found to be in breach of the ASAI Code on grounds relating to Misleading Advertising and Principles
27 February 2018 – The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains eight case reports on complaints recently investigated by the ASAI.
Seven (7) of the eight (8) advertisements were found to have been in breach of the ASAI Code on grounds relating to Misleading Advertising and Principles. The advertisements complained of related to Television, Email, Digital, Social Media, Internet, Broadcast and Press advertising. The ASAI Complaints Committee chose not to uphold one intra industry / interested party 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 – http://www.asai.ie/about-us/complaints-committee.
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. While complaints were received in relation to Misleading advertising and principals, the rulings spread across a variety of media and platforms including TV, Radio, Press, Digital, Social Media and Internet.
The ASAI is committed to protecting consumers in relation to advertising and our approach is to work with all advertisers, rather than against them, to ultimately ensure that all marketing communications are legal, truthful, decent and honest.
The ASAI provide a free and confidential copy advice service to advertisers, agencies and media members to help them create responsible ads. If an advertiser 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.
Below is a list of complaints which have been found to be in breach of the ASAI Code:
| Company/Organisation | Complaint Category | Further Details |
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Sky Ireland |
Misleading (7th Edition) |
The complainants considered radio, tv, leaflet and website advertising to be misleading. The independent Complaints Committee found the TV, leaflet and website advertising to be in breach of sections 4.1 and 4.4 of the Code Complaint upheld in part LINK: http://www.asai.ie/complaint/telecommunications-62/
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Groupon |
Misleading (7th Edition) |
The complainant considered the advertisement to be misleading. The independent Complaints Committee found the advertisement to be in breach of sections 4.1, 4.4, 4.9, 4.10 and 4.22 of the Code Complaint Upheld LINK: http://www.asai.ie/complaint/health-beauty-18/
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Cartrawler |
Misleading (7th Edition) |
The complainant considered the advertisement to be misleading. The independent Complaints Committee found the advertisement to be in breach of sections 4.1, 4.4 and 4.22 of the Code Complaint Upheld LINK: http://www.asai.ie/complaint/motoring-car-rental-2/
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Full Body Workhouse |
Misleading (7th Edition) |
The complainant considered the advertisement to be misleading. The independent Complaints Committee found the advertisement to be in breach of sections 4.1 and 4.4 of the Code Complaint Upheld: LINK: http://www.asai.ie/complaint/health-beauty-19/
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Lidl Ireland GmbH |
Misleading (7th Edition) |
The complainant considered the promotion was in breach of the promotional rules. The independent committee considered the promotion to be in breach of the Section 5.34, 5.36 and 5.37 of the ASAI Code Complaint upheld in part LINK: http://www.asai.ie/complaint/miscellaneous-2/
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UK Shop Direct |
Misleading (7th Edition) |
The complainant considered the advertisement to be misleading. The independent Complaints Committee found the advertisement to be in breach of section 4.1, 4.4, 4.9, 4.10, 11.1 and 11.5 of the Code Complaint Upheld
LINK: http://www.asai.ie/complaint/health-beauty-20/
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The ASAI upheld complaints made by Intra Industry / Interested Parties in the following cases:
| Company/Organisation | Complaint Category | Further Details |
|
Lloyd Daly & Associates |
Principles / Non-Response (7th Edition) |
The complainant considered the advertisement was misleading. The independent Complaints Committee found the advertisement to be in breach of section 3.10, 4.1, 4.4, 4.9 and 4.10 of the Code Complaint Upheld LINK: http://www.asai.ie/complaint/property-6/
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The following complaints were investigated and following investigation, the ASAI Complaints Committee did not uphold the complaints.
| Company/Organisation | Complaint Category | Further Details |
|
Eir |
Misleading (7thEdition) |
The complainant considered that the advertising was misleading. The independent Complaints Committee did not consider that the advertisement had breached the Code. Complaint Not upheld LINK: http://www.asai.ie/complaint/telecommunications-63/
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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.
