Advertising Standards Authority (ASA) signs agreement with Coimisiún na Meán

The Advertising Standards Authority, the independent advertising self-regulatory body responsible for promoting, regulating and enforcing the highest standards of marketing communications in Ireland, has signed an agreement with Coimisiún na Meán to establish a framework of cooperation between both organisations in matters of common interest relating to advertising and commercial marketing communication.

The cooperation agreement aims to enhance oversight and enforcement of standards in the ever-evolving advertising and media landscape, including online platforms and social media.

The partnership between both organisations further positions the Advertising Standards Authority as a leader in the advertising landscape, and both organisations will meet and engage regularly to discuss key trends, focusing on a range of matters of common interest, including:

• Promoting awareness of, and supporting compliance with, relevant regulatory requirements relating to advertisements and commercial marketing communications
• Protecting the interests of the recipients of advertisements and commercial marketing communications by seeking to ensure that those advertisements and communications are legal, decent, honest and truthful
• Seeking to ensure that children and at-risk individuals do not see advertising and commercial marketing communications that may be harmful and that consumers can have confidence in advertising and other forms of commercial marketing communication

This agreement also states that the Advertising Standards Authority and Coimisiún na Meán are committed to the following principles of cooperation:

• Providing an effective complaints process to recipients of advertisements or commercial marketing communications who wish to make valid complaints
• Promoting high standards among media services, online platforms and advertising bodies in adhering to provisions of Irish and European law applying to the matters of common interest
• Promulgating effective and robust regulatory codes and rules
• Protecting children and other at-risk individuals from advertisements or commercial marketing communications that would be harmful
• Promoting active dialogue and exchanges on the matters of common interest
• Exploration of potential avenues of joint research activity to further understanding of trends in the regulatory landscape
• Maintaining their respective independent regulatory roles and functions

The Advertising Standards Authority has collaborated effectively with Coimisiún na Meán (and its regulatory predecessor, the BAI) on a number of Irish and European projects.

These include participation on ASA’s Independent Complaints Committee; engagement on the Online Safety and Media Regulation Act 2022; and the EU Audio Visual Media Services Directive, which encourages EU Member States to recognise the role that effective co-regulation and self-regulation can play as complementary policy instruments to the legislative, judicial, and administrative mechanisms in place.

Commenting on the agreement, Orla Twomey, Chief Executive of the Advertising Standards Authority, says:

“This partnership is a significant milestone in our mission to ensure that advertising across all platforms is legal, decent, honest, and truthful. By working closely with Coimisiún na Meán, we can further address challenges posed by digital advertising and protect Irish consumers, building a safer and more transparent media environment and foster trust in advertising for all. Together, we will strengthen regulatory framework that underpins advertising and media practices in Ireland, promoting high standards among digital services, online platforms and advertising bodies.”

Aoife MacEvilly, Broadcasting and Video On-Demand Commissioner at Coimisiún na Meán, says:

“It’s important for us to have a media landscape that consumers can trust and where they are protected from exploitation and fraud. We look forward to continuing to work together with the ASA to ensure that standards for advertising and commercial marketing work for the benefit of consumers, and in particular protect children from potentially harmful advertising content.