Citizens Information Board Advertising Policy

The Citizens Information Board (CIB) is the statutory body responsible for supporting the provision of information, advice, and advocacy on a broad range of public and social services. CIB 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). CIB is also responsible for the communications and marketing of Abhaile, ensuring that those who need the service are aware of the free debt, insolvency, financial, and legal support available.

Public information and advertising campaigns are important parts of our work. We are committed to ensuring that our advertising buying decisions are based on transparent, objective, proportionate, and non-discriminatory criteria. This is in line with our obligations under Article 25 of the European Media Freedom Act (EMFA), an EU regulation that seeks to protect media freedom and plurality.

The procedures we have in place to support decision-making in relation to state advertising are as follows:

• Our advertising campaigns are planned based on a strategic brief. This document identifies the campaign's communication goals and the audiences we want to reach.
• All advertising campaigns are developed in collaboration with a specialist agency. This agency was appointed following a procurement process for Media Strategy, Planning and Buying Services, using a central framework established by the Office of Government Procurement and in accordance with public procurement and EU procurement guidelines.
• We work with this agency to ensure that the campaign uses a suitable mix of advertising channels and spending to ensure that messages reach members of the public effectively while ensuring value for money.
• Based on each campaign's goal and objectives, key performance indicators (KPIs) are set. We report against these KPIs and use insights gained in post-campaign analysis to support future advertising decisions.

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

We try to ensure that, where possible, our overall advertising expenditure is distributed to a wide variety of media, depending on the specific needs of each campaign. The frequency and duration of campaigns will vary from one year to the next, depending on the range and number of new initiatives or required messaging.

Published on: 8 August 2025

Last updated on: 23 September 2025