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Ads body signs co-operation deal with CnaM

The Advertising Standards Authority (ASA) and media regulator Coimisiún na Meán (CnaM) have agreed to set up “a framework of co-operation” between them in areas of common interest linked to advertising and commercial-marketing communication.

ASA is the independent self-regulatory body responsible for promoting, regulating, and enforcing high standards of marketing communications in Ireland.

The two organisations say that the co-operation agreement aims to enhance oversight and enforcement of standards in what they describe as “the ever-evolving advertising and media landscape – including online platforms and social media”.

Key trends

Under the agreement, both organisations will meet and engage regularly to discuss key trends. The deal is aimed at:

• Promoting awareness of, and supporting compliance with, relevant regulatory requirements relating to advertisements and commercial-marketing communications,
• Seeking to ensure that these advertisements and communications are legal, decent, honest and truthful, and
• Seeking to ensure that children and at-risk individuals do not see advertising and commercial-marketing communications that may be harmful.

The advertising body and CnaM have also committed themselves to a set of principles that include providing an effective complaints process, promoting high standards, protecting children, and exploring potential avenues of joint research.

‘Milestone’

ASA chief executive Orla Twomey described the partnership as “a significant milestone in our mission to ensure that advertising across all platforms is legal, decent, honest, and truthful”.

She said that working closely with CnaM would enable the authority to address challenges posed by digital advertising.

Aoife MacEvilly (Broadcasting and Video On-Demand Commissioner, CnaM) said: “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.”