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Advertising Policy

We support the provision of information, advice and advocacy across a broad range of public and social services.

We provides the Citizens Information website (citizensinformation.ie), supports the nationwide network of Citizens Information Centres and the Citizens Information Phone Service, and funds the Money Advice and Budgeting Service (MABS). We are also responsible for the communications and marketing of Abhaile. We support the provision of information, advice and advocacy across a broad range of public and social services.

Public information and advertising campaigns are important parts of our work. We ensure that advertising decisions are transparent, objective, proportionate, and non-discriminatory criteria. This is in line with our obligations under Article 25 of the European Media Freedom Act (EMFA).

How we make decisions

Advertising decisions are supported by the following:

  • Advertising campaigns are planned based on a strategic brief that identifies campaign goals and target audiences
  • Advertising campaigns are developed in collaboration with a specialist agency appointed through a procurement process
  • We work with this agency to ensure effective use of advertising channels and value for money
  • Key performance indicators (KPIs) are set for each campaign, with performance reviewed after delivery

Criteria for advertising placement

In working with our agency to decide on the placement and awarding of state advertising, we consider several criteria:

  • media consumption data and ability to reach target audience(s)
  • value for money
  • appropriate geographical spread
  • statutory requirements in relation to public notices
  • statutory requirements in relation to Irish language advertising
  • availability of media and lead-in time for a specific campaign
  • the overall budget and resources available

Distribution of advertising

Where possible, we distribute advertising across a wide range of media, based on campaign needs.

The frequency and duration of campaigns vary each year depending on new initiatives and communication needs.