Ms Orla Twomey:

It is also important to say in respect of advertising that is complained about that, sometimes, a consumer might have a view of the ad but when we look at it in its totality, we do not have the same view. A complaint does not equate with an advertiser setting out to mislead or that it has misled. It is very important that we have a process, such as the ASAI and a code, that can look across all media. If an advertising complaint is made about an ad on television, and that ad and the claim in it is found to be in breach, then the adjudication applies across all media. I acknowledge that we have a strong role to play in this. As I said, it is something we are putting an increased focus on.