Advertising
What are the advertising standards for businesses in Ireland?
Advertising in Ireland is governed by strict rules to protect consumers. Businesses must ensure all advertisements are legal, honest, decent, and truthful. This guide explains your legal obligations, how consumer law applies to advertising, and where to find further information on specific regulations and complaints procedures. The CCPC also provides additional guidance on influencer advertising and marketing.
What is considered advertising under these standards?
- Press advertisements in newspapers or magazines
- Paid-for editorial content in print or online
- Television or radio commercials
- Posters
- Signs inside and outside shops
- Sales or direct mail letters
- Online advertisements and social media
- Influencer advertising or promotion
Who regulates advertising standards in Ireland?
The Advertising Standards Authority (ASA) is a self-regulatory body that promotes higher standards in advertising and sales promotion. ASAI members must follow its code and guidance and must not publish advertisements or run promotions that breach these rules.
How does consumer law apply to advertising?
All business advertisements in Ireland are governed by consumer protection law. This means your ads must not contain false, misleading or deceptive information about your goods or services.
What are the key legal requirements for advertising?
Businesses ads – in any medium – are governed by consumer protection law. This means your ads cannot have false, misleading or deceptive information about your goods or services. This includes:
- Pricing: By law, you must display tax-inclusive prices for goods and services in advertisements aimed at consumers. All prices must include VAT and any other taxes, with no hidden charges. If you provide an incorrect price, you must inform the customer before the transaction takes place. Read more about your legal obligations on pricing, including sales pricing, on our product pricing page.
- Reviews: You cannot promote consumer reviews about your business unless you have taken reasonable steps to ensure they are genuine. You must not present paid-for reviews as independent.
- Consumer Rights: You must not include any content in your advertisements that suggests you will restrict or prevent a consumer from exercising their consumer rights.
- There are also specific codes for certain products and services, such as cigarettes and tobacco, slimming products, and products making environmental claims.
The Competition and Consumer Protection Commission (CCPC) is responsible for enforcing these legal requirements. Actions we may take include:
- Prosecution
- Prohibition orders
- Compliance notices
- Undertakings
- Fixed payment notices
Are there specific rules for radio and television advertising?
Radio and television commercials are subject to extra regulations and standards. They are wide-ranging, and cover issues such as:
- Prohibiting ads that are false, misleading, or “prejudice the interest of consumers”
- Restrictions on commercials during children’s programmes
- Not using news presenters or expressions such as “Newsflash” in commercials
How can I make a complaint about TV and radio advertising?
Coimisiún na Meán is the independent media regulator and are responsible for regulating broadcasters, video-on-demand providers and online platforms established in Ireland.
You can refer your complaint to Coimisiún na Meán where you made the complaint to the relevant broadcaster or video-on-demand provider in the first instance and:
- You believe the broadcaster’s/video-on-demand provider’s response did not satisfactorily address the alleged breach of standards in your complaint; or
- You did not receive a response from the broadcaster/video-on-demand provider within the timeframe for responding to complaints in the broadcaster/video-on-demand provider’s Code of Practice for Complaint Handling (generally 20 working days).
What are the rules for advertising concert or theatre tickets?
The Consumer Information (Advertisements for Concert or Theatre Performances) Order 1997 regulates advertisements for concerts or theatre performances. These ads must show the admission price and any additional costs, such as booking fees, credit card charges, or agents’ fees.
- For written ads (e.g., newspapers, posters, or online), the information must be shown as the monetary or percentage amount.
- For other ads (e.g., radio or TV), it must be stated that an additional charge may be payable.
