The Advertising Standards Authority (ASA) 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 arrangement IFCO will direct complaints to the ASA for further review and adjudication. ASA says that the partnership 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.”
“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,” says Orla Twomey, chief executive of ASA.
Dr Ciarán Kissane, Director of The Irish Film Classification Office, adds: “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.“
