Irish public bodies invested €20.7 million in Irish language advertising during 2025, marking the first time annual spending exceeded €20 million, according to an audit by Oifig an Choimisinéara Teanga released this week. The comprehensive audit examined advertising activities across 401 public organisations, revealing compliance with statutory language requirements introduced under the Official Languages Act.
Spending specifically on advertising placed within Irish language media outlets reached €6.3 million, representing a 19 per cent increase compared to 2024 figures. The total €20.7 million figure encompasses all advertising expenditure in both English and Irish language media channels across traditional and digital platforms.
Key facts
- Total Irish language advertising spend by public bodies reached €20.7 million in 2025, exceeding €20 million for the first time
- Spending on advertisements in Irish language media rose to €6.3 million, up 19 per cent year on year
- The audit covered advertising activities of 401 public organisations including government departments and local authorities
- Public bodies must allocate at least 20 per cent of annual advertising to Irish language content and 5 per cent of budgets to Irish language media
- Advertising requirements took effect on 10 October 2022 following the Official Languages (Amendment) Act 2021
Statutory Compliance Across Public Sector
Under section 10A of the Official Languages Act, public sector organisations must execute at least 20 per cent of their annual advertising in the Irish language. Additionally, they must dedicate a minimum of 5 per cent of their total advertising budgets to placements within Irish language media outlets. The commissioner’s office confirmed that public bodies that advertised met both statutory thresholds collectively and on average, though it continues audit work to ensure individual organisational compliance.
The advertising requirements apply to a broad range of public institutions including government departments, local authorities and educational institutions. The regulations came into force on 10 October 2022 following enactment of the Official Languages (Amendment) Act 2021. This latest report represents the third audit examining implementation of the Act’s provisions.
Revenue Impact on Irish Language Media Sector
An Coimisinéir Teanga, Séamas Ó Concheanainn, welcomed the milestone expenditure level. “It is good news that public bodies have spent over €20 million on advertising in Irish for the first time ever,” he stated. He noted that the new language legislation continues to gain momentum, with evidence of increased Irish language presence and visibility across both traditional and digital media platforms.
Ó Concheanainn highlighted the financial benefits for Irish language media organisations, stating: “The huge increase in advertising in Irish is also creating new revenue streams for the Irish language media sector.” The commissioner’s office, Oifig an Choimisinéara Teanga, continues its monitoring role to ensure ongoing compliance across the public sector as the legislation strengthens its impact on Ireland’s linguistic landscape.
Reporting based on original coverage by Adworld.