Ms Orla Twomey:

I think it is sufficient. It is a strong sanction. The Deputy mentioned reputation managers major companies would have. From our contact with companies, we know very clearly that they really do not like having an adjudication against their advertising saying that they were found to be in breach of the code because the advertising was misleading. The adjudication is saying the company has misled their audience - their own consumers - and in my experience, the vast majority of advertisers do not want to be in that space. Their reputation is really important to them.

It is a very strong sanction.