OUTDOOR posters provoked the greatest number of complaints about advertising in the past year. Many women said their fear of violence in city areas was increased by some advertising displays at bus stops.
In its annual report published yesterday, the Advertising Standards Authority for Ireland (ASAI) said that what might be acceptable in a fashion magazine may evoke entirely different reactions when displayed prominently for a number of weeks on posters or at bus shelters".
The ASAI said it had received 522 complaints in the past 12 months - an increase of 25 per cent on the previous year. Outdoor advertising generated 39 per cent of the total, print media 30 per cent, while radio and television accounted for 14.5 per cent. Of the complaints that were adjudicated 76 per cent were upheld.
ASAI received a number of complaints during the divorce referendum campaign, including one from a member of the Government, about some of the poster advertising. However, political advertising is outside the remit of ASAI.
According to the report, while the complaints that raise issues of taste and decency attract the greatest media attention, the advertisements which most frequently generate consumer complaints are those which mislead or confuse.
The report noted that the increasing use of the Internet as an advertising medium was engaging advertising regulatory bodies throughout Europe.
"If the Internet is to be a credible advertising medium there will be a need for an effective regulatory system to ensure advertisements are legal, decent, honest and truthful, as required for other media."
However, the nature of the Internet is such that no single authority is in a position to establish or enforce specific standards.
"A proliferation of national legislation is unlikely to offer a solution to this problem. The matter is being studied by the various interests involved", the ASAI says.