Dáil Éireann Debate, Thursday - 12 February 2026
453. Deputy Matt Carthy asked the Minister for Social Protection the amount expended by his Department and by each agency for which he is responsible on advertising, promotion, advertising companies and external communications companies or consultants in 2025 and the expected costs for 2026, in tabular form; and if he will make a statement on the matter. [11359/26]
Amharc ar fhreagraFor the purpose of this response, I have interpreted the amount expended on “advertising, promotion, advertising companies and external communications companies or consultants” as media buying costs incurred from public information campaigns, announcements and recruitment notices.
My Department administers more than 140 separate schemes and services, which affect the lives of almost every person in the State. We are committed to ensuring that members of the public are aware of the welfare supports and services available, and that key changes are communicated to them. Paid public information campaigns play an important role in achieving this objective.
Please see below in tabular form the total expenditure incurred by my Department and bodies under its aegis, on advertising in 2025, and expected expenditure on same in 2026. The total cited per year represents the total expenditure invoiced and paid within each year – this may include work undertaken in the previous year but not invoiced until that year. Please note that these figures include VAT, ASAI, and agency fees.
|
|
Total Advertising Costs 2025 |
Total Expected Advertising Costs 2026 |
|
Department of Social Protection (DSP) |
€4,730,971.37 |
€3,420,000* |
|
Pensions Council |
Nil |
Nil |
|
Pensions Authority |
€1,936 |
€20,000 |
|
Citizens Information Board |
€546,089 |
€640,000 |
|
National Automatic Enrolment Retirement Savings Authority |
Nil |
€1,500,000** |
*The total budget allocated for communications activity by my Department in 2026 is €3.42 million (including VAT). This allocation covers a range of customer communications activity, including advertising, creative development, customer service events, market research, videography, accessible content development, and a range of other public information and outreach initiatives.
** As a newly established body under the aegis of the Department of Social Protection, the National Automatic Enrolment Retirement Savings Authority did not have any expenditure on advertising in 2025. At this time, an approximate budget of €1.5 million has been allocated to communications spend for 2026.
