Per capita expenditure on advertising in Ireland is "considerably lower" than in other countries, the Tanaiste and Minister for Enterprise, Trade and Employment, Ms Harney, said.
She said that the per capita spend in the US was three times higher than in Ireland. Given the American experience, the Irish industry had a long way to go, with plenty of scope to grow the market, she added.
"Overall display advertising expenditure in the media in Ireland over the past year is estimated to top IR£400 million. The national newspapers have defended their market share of some 43 per cent very well against very stiff competition in a dynamic marketplace, particularly in a year that has seen the launch of new national TV and radio services."
She cautioned against advertisers yielding to any temptation, in the face of loss of market share to competitors, to go beyond the bounds of truth in the advertising message.