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New Code of Standards for Advertising and Marketing Communications unveiled by the Advertising Standards Authority for Ireland (ASAI)

Creator:

Advertising Standards Authority for Ireland (ASAI)

Subject Keywords: Advertising, E-Cigarettes, Gambling, food, Health and Beauty, Environment
Topic: Obesity
Chronic Conditions
Chronic Conditions
Obesity
Catalogue: Research and Evaluation
Report
Type: Report
Region: Republic of Ireland
Description:

The Advertising Standards Authority for Ireland (ASAI), the independent self- regulatory body committed to promoting the highest standards of marketing communications, today unveiled the new ASAI Code of Standards for Advertising and Marketing in Ireland (7th edition).

The new Code, which will come into force in March 2016, is the result of a comprehensive review undertaken by the ASAI which involved a significant public consultation process with a wide range of Government departments and agencies; consultations with consumer groups and other NGOs; and consultation with the advertising industry including advertisers, agencies and the media.

The Advertising Standards Authority for Ireland is financed by the advertising industry and committed, in the public interest, to promoting the highest standards of marketing communications, that is advertising, promotional marketing and direct marketing. The objective 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 Code covers commercial marketing communications and sales promotions in all media in Ireland including digital (online banners, websites and social platforms), print, outdoor, radio, TV, leaflets/brochures, and direct marketing.

Below are some of the key changes and additions to the 7th edition of the ASAI Code of Standards for Advertising and Marketing in Ireland. To view the Code in full, please go to www.asai.ie

  • Brand new section on E- Cigarettes (page 105)
    New Code rules include that “marketing communications for e-cigarettes should be socially responsible and should contain nothing which promotes the use of a tobacco products or shows the use of a tobacco product in a positive light.”
  • Brand new section on Gambling (page 73)
    New Code rules include that; “All advertisements for gambling services or products shall contain a message to encourage responsible gambling and shall direct people to a source of information about gambling and gambling responsibly.”
  • New rules relating to Food Advertising (page 59)
    Completely updated Food section, bringing the ASAI Code into line with the EU Regulation concerning nutritional and health claims. The EU Regulation on nutrition and health claims is mandatory and seeks to protect consumers from misleading or false claims.
  • New rules relating to Children’s Advertising (page 55)
    New Code rules include; “Except those for fresh fruit or fresh vegetables, marketing communications should not seem to encourage children to eat or drink a product only to take advantage of a promotional offer: the product should be offered on its merits, with the offer as an added incentive.”
  • Health & Beauty section (page 79)
    The rules in this section are designed to ensure that marketing communications for medicines, medical devices, treatments, health-related products and beauty products receive the necessary high level of scrutiny.
  • Environmental claims (page 99)
    The rules in this section are designed to ensure that marketing communications do not exaggerate the environmental benefits to consumers of products or services.

Date:

17/09/2015

Rights: © ASAI
Suggested citation:

Advertising Standards Authority for Ireland (ASAI). (2015) New Code of Standards for Advertising and Marketing Communications unveiled by the Advertising Standards Authority for Ireland (ASAI) [Online]. Available from: http://publichealthwell.ie/node/908335 [Accessed: 11th November 2019].

  

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