The £2 million advertising campaign for Telecom Eireann's flotation began last week with an impressive television 60-second awareness ad with a rousing rearrangement of a traditional tune by Donal Lunny.

The back-up radio campaign has been less than inspiring, thanks to the nearly 10 seconds of qualifiers that had to be incorporated into the 30-second scripts.

It is an unprecedented number of qualifiers - usually "terms and conditions apply" or "past performance is no guarantee of future earnings" satisfies copy clearance. But the legal requirements of any flotation meant that Irish International, the agency which has the flotation account, had to add several lines of financial legalese to the copy.

Despite the creative curbs that such an amount of qualifiers impose, the agency has been back in the studio this week making more radio ads for the national and local radio part of the campaign. "We don't see this campaign as being an advertising campaign," says Mr Ian Young. "It's an information campaign and it will be led entirely by ongoing research, so if we find that the public need more information about a specific aspect of the flotation, we will be responding directly and radio allows us a lot of flexibility."