Code of Standards for Advertising and Marketing Communications in Ireland

The Advertising Standards Authority for Ireland (ASAI) has updated its Code of Standards for Advertising and Marketing Communications in Ireland (the “Code”). The ASAI, the independent self-regulatory body, has published the seventh edition of its code covering commercial marketing communications and sales promotions in media in Ireland, including digital, print, outdoor, radio, TV, leaflets/brochures and direct marketing.

The updates to the Code include sections on e-cigarettes, gambling, food advertising, children’s advertising and environmental claims. The updated Code also includes rules in relation to health and beauty products, to ensure that marketing communications for medicines, medical devices, treatments, health-related products and beauty products receive the necessary high level of scrutiny.

The Code was published following a comprehensive review undertaken by the ASAI involving a public consultation process with government departments and agencies, consumer groups, other NGOs, and the advertising industry. The stated objective of the Code is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’. Members of the ASAI are required to abide by the Code and not to publish an advertisement or conduct a promotion which contravenes Code rules.

The ASAI accepts complaints from any person or body who considers that a marketing communication may be in breach of the Code.

Please click here for the full text of the updated Code. Author: Deirdre Duffy