72 ads breached standards

A total of 72 of more than 900 adverts which the public complained about last year were found to be in breach of the advertising code

According to the annual report for 2015 of the Advertising Standards Authority for Ireland, it had received 1,221 written complaints in relation to 924 advertisements.

The authority found around 8% were in breach of its code of standards for advertising and marketing communications.

A total of 62% of the complaints made last year were on the basis of advertisements being misleading, while 24% of complaints were made on the basis of advertisements being offensive.

There was also a wide range of other issues covered by complaints by members of the public, including concerns about alcohol advertising, children, employment and business opportunities, financial services, food and non-alcoholic beverages, health and beauty claims and slimming claims.

Digital media gave rise to the largest block of complaints — receiving 449 complaints. Although a significant decrease on the 606 complaints in 2014, the authority said, as a proportion of all complaints, digital media had been increasing steadily year on year.

In 2010, it represented 22% of all complaints, compared to 38% in 2015. Complaints relating to broadcast media (TV and radio combined) numbered 356, while outdoor media attracted 169 complaints.

In a high-profile case last month, Toyota was told it had to scrap its “best built cars in the world” slogan after the authority called it misleading. The company admitted to being “bemused” by the decision and a refusal to allow an appeal.