In Focus: Language Commissioner’s New Report on Irish Language Advertising Compliance

The Coimisinéir Teanga is the public commissioner tasked with promoting and safeguarding language rights in Ireland.

Last week the Coimisinéir Teanga released its first report showing how Irish public sector organisations have delivered on compliance with Section 10a – the requirement for state bodies to advertise in the Irish language.

This report assesses how well public organisations are meeting the commitment to promote Irish through their marketing channels.

As Irish-language speakers, Bua delivers marketing strategies and campaigns using the Irish language, and we have therefore been looking forward to this report and its key learnings.

Public Bodies Failed to meet Advertising Targets

According to the report conducted by the Language Commissioner on 334 public bodies during 2023, overall public sector advertising spend was €97m with €14.2 million spent on advertising in Irish. Of this, €3.8 million was spent on Irish-language media.

However, under the 10a language legislation, public bodies are required to ensure that 20% of their annual advertising is in Irish and that 5% of their annual advertising budget is spent on advertising in Irish-language media.

Therefore, one of this report's key findings is that public bodies have failed to meet either of these targets.

The report does not outline whether there is any punitive action that will impact the organisations as a result.

Image Credit: Ionad Cultúrtha an Phiarsaigh, Connemara, Co Galway

Significant Increase in Irish Language Advertising

While targets weren’t achieved, the report does highlight a positive shift: an increase in Irish language advertising within the public sector. The key question here is if this is a good thing for the sustainability of the Irish language.

We believe this growth is a step forward for making Irish more visible and connecting public bodies with Irish speakers and enthusiasts. For marketers, this trend underscores the impact of culturally resonant communication.

Recent research by Gaelchultúr and Amárach Research supports this, revealing that 41% of Irish consumers are more inclined to purchase from companies that use Irish, and 26% are even willing to pay more for products marketed in the language. So, while the increase in Irish language ads is promising, the next challenge lies in raising the quality of these communications.

The Quality Question

The Coimisinéir Teanga’s report reveals that compliance doesn’t always mean quality. Issues like subpar translations and grammatical inconsistencies dilute the impact of these efforts. The report also stresses that creating effective Irish-language campaigns isn’t about direct translation—it’s about “transcreation,” where the essence of the message is creatively adapted, not just linguistically converted.

RTÉ Media Sales recently hosted a webinar, attracting 200 advertisers eager to learn about compliance with Irish language advertising rules.

Some of the key learnings were from advertisers who have discovered that it is not as simple as literally translating an English campaign to Irish. ‘Transcreation’ means that it’s not enough to translate from one language to another, what’s needed is the linguistic and creative ability to translate the concept of the advertisement – to transcreate it.

This requires skilled Irish language copywriters, voice actors, and talent—a resource pool that is currently limited. But with rising demand, there’s an opportunity for new Irish-language creatives to benefit.

Beyond Compliance: The Real Potential of the Irish language

The report is a reminder that embracing Irish goes beyond regulatory compliance.

Done right, Irish language advertising has the potential to create unique cultural connections and enhance brand authenticity.  

For public sector bodies, prioritising quality in Irish language campaigns can foster trust, inspire pride, and reinforce Ireland’s cultural identity.

This is something we have considered in the numerous Irish-language campaigns we’ve been involved in, where communicating in Irish resonates deeply with audiences and creates a more inclusive, relatable brand.

A Call to Action

An Coimisinéir Teanga’s report is a call to action. It highlights where improvements are needed and reminds us of the value of a genuine, high-quality commitment to the Irish language.

For public bodies looking to fulfil both the spirit and the letter of Section 10a, investing in professional Irish language expertise, training, and resources is not just necessary but essential.

What’s Next?

As we move forward, we hope this report inspires both government bodies and the private sector to rethink their approach and investment in Irish language advertising.

 It’s not just about being compliant; it’s about connecting, creating, and truly embracing the Irish language as a core part of our identity.