Complaints about food and drink advertising doubled in the space of a year, new figures show.
The Advertising Standards Authority of Ireland (ASAI) said there were 289 made last year compared to just 115 in 2017.
In total, there were 1,682 written complaints in 2018 concerning 1,183 advertisements across all categories - with 72 breaching the ASAI code.
Food and drink adverts received the greatest number of complaints at 289, followed closely by leisure on 222 and telecommunications on 192.
Among the issues raised by members of the public about food advertising were concerns about obesity and children.
Leisure advertising also saw a jump in objections from the 2017 figure of 130 and telecommunications from 189.
And clothing and footwear advertising gripes more than doubled in the space of a year from 33 in 2017 to 79 last year.
Adverts about finance was one of the sectors that saw a decline - from 101 to 76.
The independent self-regulatory body also found that 72 advertisements were in breach of the ASAI’s Code of Standards for Advertising and Marketing Communications.
And digital media saw a massive rise to the largest block of complaints, with 948, registered last year.
In 2010, it represented just 22% of all complaints, compared to 45% in 2018.
They related mostly to broadcast media, TV and radio combined, 516, while outdoor media attracted 350 complaints.
CEO of the ASAI, Orla Twomey, said about the new figures: “The ASAI is committed to promoting the highest standards of marketing communications in Ireland and our 2018 Annual Report is testament to this statement, conveying the sheer breadth of advertisements adjudicated on by the ASAI’s independent Complaints Committee.
“The engagement with the ASAI and compliance with the adjudication of the independent Complaints Committee, demonstrates that advertisers in Ireland are completely on board with the ASAI in our bid to protect consumers and ensure the highest standards of advertising and marketing communications.”
She added: “2018 saw the ASAI continue to deeply engage in all our service offerings.
“In particular, there was a valuable increase with both our influence and strong contributions in the area of policy and Code, food advertising and concerns about obesity and children, non-alcohol beverages related to safety, mobile and broadband advertising and transparency, influencer marketing and recognisability.
“The requirement for ASAI contributions in these areas, all of national importance, are indicative of the place we hold as an acknowledged expert on setting standards for advertising.”
While Chairman of the ASAI, Sean O’Meara said: “During 2018, the ASAI continued its outreach to practitioners in the advertising industry to build awareness of the ASAI and our Code.
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“Furthermore, the Authority continued its endeavors to ensure that those involved in the creation and production of advertising see and recognise the ASAI as a trusted advisor in the creation of Code-compliant advertising, rather than solely as complaints resolution organisation.”
He continued: “As the advertising ecosystem continues to evolve, it is imperative that advertising, marketing and all commercial communications do not fall into the trap of mistrust.
“The ASAI understands its role in working with the advertising industry to ensure that the advertising that is placed in the Irish market is prepared with a sense of responsibility to consumers and to society.”
