THE ADVERTISING WATCHDOG has upheld seven complaints about recent ads posted by businesses, including one by an IVF clinic set up in 2021 which suggested it had been in operation for four decades.

The Advertising Standards Authority (ASA) said First IVF‘s online video was misleading and must not reappear in its current format.

A video on the advertisers’ social media page described their journey in offering IVF treatment in Ireland since 1986.

The caption read: “We’ve been here for nearly 40 years. Guiding, supporting, and growing families across Ireland. Generations have trusted us with their first steps into parenthood and we’re still here — with you, for you. Always.”

First IVF told the ASA said the video was intended to highlight the continuity of IVF provision in Clane, Co Kildare since 1986, rather than imply that the company itself had been incorporated four decades ago.

The ASA said: “They stated that they acknowledged the phrasing could have been open to misinterpretation and to avoid this happening in future, were prepared to amend the material”.

First IVF’s website home page also included a statement which read: “Over 20,000 babies born and counting”, which was also found to be misleading.

First IVF said it had not intended to suggest that First IVF was responsible for 20,000 births. It said it referred to the cumulative history of IVF in Clane since 1986 when the company’s founder moved to Ireland.

The ASA said: “The Council considered that the impression created by the advertising was that the number of babies born was attributable to the advertisers and as this was not the case, the Council considered the advertisement had the potential to mislead consumers”.

Online gambling

Complaints that a series of three animated YouTube videos promoting online gambling were directed towards children were also upheld.

Online gambling company BetLabel shared the videos. One video was Asian themed, while the second and third video featured treasure hunter characters in temples and jungles.

The script said: “Luck of the Irish? Nah, it’s all skill here. Join BetLabel today and grab a massive €1,500 bonus, plus 150 free spins to hit the slots like a pro. Ready to play your cards right? Find us on the web.”

The watchdog found the advertisements had broken the ASA code as they were appealing to children, directed towards those under 18, implied gambling could be impacted by skill and encouraged gambling.

BetLabel did not respond to the regulator.

Commenting on the latest Advertising Standards Authority rulings, Orla Twomey, Chief Executive of the Advertising Standards Authority, said: “Protecting consumers from advertising that is misleading, harmful, or offensive lies at the heart of the ASA’s work.”

“We are committed to strengthening accountability and compliance with the Code across the Irish advertising industry. Beyond addressing non-compliant advertising, we actively support both brands and consumers in understanding advertising standards, helping to build and maintain trust in advertising for all.”

She said ASA offers a free copy advice service to help advertisers comply with advertising standards.