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Daft Media Limited announces new procedures to tackle discriminatory property advertisements

Leading property website Daft Media Limited has announced the introduction of new procedures on addressing property advertisements which have the potential to breach equality legislation.

Following engagement with the Irish Human Rights and Equality Commission, Daft Media Limited has developed practical methods to identify, investigate, review and take down discriminatory advertising on its website.

The Irish Human Rights and Equality Commission has welcomed the initiative.

Brian Fallon, the Chief Commercial Officer of Daft Media Limited said: “We are fully committed to ensuring fair and equal treatment for all our service users. That means putting in place an effective system for dealing with discriminatory advertising.”

Key aspects of Daft Media Limited’s system include a two-tiered system for checking advertisements published on its website, through both a manual, and auto-check system.

The auto-check system will filter “trigger” words and phrases that could be in contravention of equality legislation. Daft Media Limited has also put in place investigation, reporting and take-down procedures where discriminatory ads are identified.

Full details of the ‘Property Advertisement Equality Guidelines’ are available at

For further information, please contact:

Martin Clancy, Public Relations & Communications Manager at


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