RTB Social Media Campaign Sparks Debate with Landlord Group

A recent social media campaign by the Residential Tenancies Board (RTB) aimed at informing young people of their tenant rights has drawn criticism from the Irish Property Owners Association (IPOA), highlighting the challenges public bodies face in communicating effectively and avoiding accusations of bias.

RTB Campaign Focuses on Tenant Rights

The RTB launched a social media campaign in September featuring short videos designed to appeal to students. These videos depicted scenarios where landlords were shown making unreasonable demands of tenants. A “saviour” character then appeared to educate both the tenants and the audience about their legal rights. According to the RTB, the campaign was highly successful, driving an 83% increase in traffic compared to previous campaigns. The first video in the series alone garnered over 33,600 views, significantly exceeding the combined views of the RTB’s two most recent Instagram posts (471 views).

IPOA Criticizes Portrayal of Landlords

The IPOA responded with a letter of complaint, arguing that the videos portrayed landlords as “unscrupulous” and in an “almost comical or farcical” light. The landlords’ body has called for the videos to be removed from the RTB’s social media accounts. According to the IPOA, the campaign “vilifies landlords” and lacks balanced messaging. Newstalk reported on February 18, 2026, that the IPOA believes the videos present an inaccurate and negative portrayal of property owners.

Broader Concerns About Housing Policy and Landlord Exits

The debate over the RTB’s social media campaign comes amid broader concerns about the Irish rental market. The IPOA has reported a 17% rise in tenant evictions, with 57% of those evictions occurring because landlords are selling their properties. This trend is often attributed to restrictive rental regulations, including Rent Pressure Zones and limitations on rent increases. The IPOA warns that further regulation could lead to more landlords exiting the market, exacerbating the existing housing shortage.

The Challenge of Engaging Public Communication

Despite the criticism, some argue that the RTB’s approach was effective in capturing attention and conveying important information. As The Irish Times noted, the videos were “funny” and likely to appeal to the target audience. The incident underscores the difficulty public bodies face in creating engaging content that doesn’t alienate stakeholders.

Key Takeaways

• The RTB’s social media campaign successfully increased engagement with young people.
• The IPOA criticized the campaign for negatively portraying landlords.
• Landlord exits and a shrinking rental supply remain significant concerns in Ireland.
• Public bodies face challenges in balancing effective communication with stakeholder sensitivities.