Dáil Éireann Debate, Wednesday - 21 January 2026
329. Deputy Malcolm Byrne asked the Minister for Health the total sums spent for each year from 2016 to 2025, inclusive of advertising, by her Department on social media or online platforms, including identifying separately payments to influencers on such platforms; and to set out the annual totals for that period to each specific platform, including but not limited to major platforms (details supplied). [4856/26]
Amharc ar fhreagraThe Department works alongside media buyers to select the most appropriate advertising mediums for the target audience and message for each campaign focused on providing effective advertising and good value for money. It is important to note that the figures laid out below include the period with expenditure in response to the COVID-19 pandemic.
The Department's COVID-19 pandemic communications included a comprehensive advertising campaign across both traditional and online media channels to ensure information reached the widest public audience possible ensuring the public were informed of the latest public health guidance.
The Department has used advertising to promote major initiatives, including the free contraception scheme and its extensions, Ireland's first national Menopause Awareness campaign, the expansion of the GP Visit Card scheme, and publicising new organ donation laws from the Human Tissue Bill.
A table outlining the details requested can be found below:
|
- |
2016 |
2017 |
2018 |
2019 |
2020 |
2021 |
2022 |
2023 |
2024 |
2025 |
|
Meta (Facebook and Instagram) |
€0 |
€0 |
€3,011 |
€8,881 |
€31,530 |
€99,363 |
€132,665 |
€103,207 |
€60,003 |
€161,020 |
|
|
€0 |
€0 |
€0 |
€0 |
€0 |
€646 |
€667 |
€1,243 |
€0 |
€19,964 |
|
X (formally known as Twitter) |
€0 |
€0 |
€3,300 |
€4,110 |
€12,243 |
€14,676 |
€68,793 |
€0 |
€0 |
€0 |
|
TikTok |
€0 |
€0 |
€0 |
€0 |
€0 |
€60,942 |
€54,050 |
€28,273 |
€0 |
€31,398 |
|
Total |
€0 |
€0 |
€6,311 |
€12,991 |
€43,773 |
€175,627 |
€256,175 |
€132,723 |
€60,003 |
€212,382 |
The Department of Health has not utilised influencers in any of our campaigns.
