Complaints received by the Irish Film Classification Office around advertising in cinema and commercial promotions for cinema through other media outlets will now be redirected to the Advertising Standards Authority
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 partnered with the Irish Film Classification Office (IFCO) to streamline the process for complaints around advertising in cinema, as well as commercial promotions for cinema that run in other media outlets. Under the new partnership, IFCO will direct complaints to the Advertising Standards Authority for further review and adjudication.
This strategic partnership follows the organisation’s recent rebrand to Advertising Standards Authority, and aligns with the organisation’s wider mission to foster trust in advertising for all. The collaboration between both organisations further positions the Advertising Standards Authority as a leader in the advertising landscape, ensuring the public can have confidence and trust in Irish advertising standards.
The partnership between the Advertising Standards Authority and IFCO, the regulatory body responsible for classifying films exhibited in cinemas throughout Ireland, reinforces the commitment of both organisations to ensuring that advertising content in cinema and for cinema adheres to the high standards of the Advertising Standards Authority Code. A link to the Advertising Standards Authority website will also now be included in the IFCO complaints procedure. In addition, both organisations will also meet annually to exchange and discuss data on any relevant trends.
The Advertising Standards Authority has a long-standing reputation for promoting the highest standards of marketing communications. The Advertising Standards Authority provides free complaint and feedback services, ensuring consumers have an accessible avenue to voice concerns regarding advertising encountered in cinema or cinematic promotions. There are two ways to do this:
Reporting an advertisement anonymously:
- Through an anonymous online form, the public can submit feedback on advertisements they are concerned about. The Advertising Standards Authority will review the content and may decide to carry out a formal investigation depending on various factors such as the subject of the complaint and the level of complaints received.
Advertisement Formal Complaint:
- Any individual or body that wishes to make an official complaint about the content of an advertisement or promotion that appeared in media (including online and digital media) or how a promotion has been carried out, can submit a formal complaint.
Speaking about the partnership, Chief Executive of the Advertising Standards Authority, Orla Twomey, says: “We are delighted to partner with IFCO, an organisation with extensive experience and knowledge of the Irish film industry. The mission of the Advertising Standards Authority is to foster trust in advertising for all, and this partnership highlights our shared commitment to protecting consumers. By joining forces with IFCO, we hope to streamline the process for consumers and work together to exchange data and insights, cultivating a shared understanding of industry trends.”
Dr Ciarán Kissane, Director of The Irish Film Classification Office, says: “IFCO’s work is focused on classifying features, shorts and trailers shown in cinema. The IFCO Strategy Statement 2023-2025 included a commitment to review our Classification Guidelines, and, as part of this process, we identified the need to provide clarity on the rules applying to cinema advertising. The Advertising Standards Authority’s Code upholds the highest standards of marketing communications in Ireland and addresses all the relevant requirements. By working together, we aim to address any concerns raised by audiences about advertising promptly and effectively. This partnership further reiterates our commitment to safeguarding citizens and ensuring the public are informed and protected from inappropriate, harmful, or illegal content.“
