Dáil Éireann Debate, Thursday - 15 January 2026
396. Deputy Eoghan Kenny asked the Minister for Housing, Local Government and Heritage the amount his Department, or agencies under its remit, spent on advertising on a social media platform (details supplied) in each of the years 2024 and 2025, respectively; to outline any expenditure on verification or premium accounts on the platform in those years; and if he will make a statement on the matter. [3106/26]
Amharc ar fhreagraMy Department undertakes public information campaigns where there is important information to be bring to the public’s attention. The advertising campaigns generally utilise a variety of advertising methods, including TV, radio and print as well as online advertising and social media.
For example, an awareness campaign on the electorate for Seanad university elections is currently running across broadcast print and social media. The annual National Directorate of Fire and Emergency Management’s 2025/2026 Fire Safety Campaign is running across broadcast and social media to make the public aware of the contributing factors and consequences of fire and to raising awareness of the importance of smoke alarms in the home.
My Departmental communication team amplifies these campaigns through press releases, our gov.ie website and on our own social media channels.
My Department has not spent money on verification or premium accounts on the social media platform X in 2025 or 2026.
My Department uses media buying agencies to secure advertising space on its behalf for campaigns. Media buying companies develop media plans, selecting a media mix to reach the largest number of people as possible among the target audience.
On the advice of our media buying agency, X was used by my Department as part of an important multi-media Fire Safety Campaign from October to February in 2024/2025 and is being used again in 2025/2026 Fire Safety Campaign. Given the nature of the public safety messaging involved, it was felt that it was important to get the key messages out to the public through the most effective channels.
The spend on X in 2024 for the Fire Safety Campaign was €4,500. The spend on X as part of the Fire Safety campaign across 2025 was €10,399. Both campaigns have delivered strong performance metrics.
The use of the platform is being kept under on-going review.
