New ASAI Code of Standards for Advertising and Marketing Communications in Ireland comes into effect from tomorrow – 1st March 2016
Updated Code from Advertising Standards Authority for Ireland (ASAI) features new sections on E-Cigarettes and Gambling and revised sections on Food (including rules for advertisements addressed to children), Health & Beauty and Environmental claims
29th February 2016
The new ASAI Code of Standards for Advertising and Marketing Communications in Ireland from The Advertising Standards Authority for Ireland (ASAI), the independent self-regulatory body committed to promoting the highest standards of marketing communications, will come into force from tomorrow – Tuesday 1st March 2016.
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. The objective of the Code is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’ and 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 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 new Code 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.
Below are some of the key changes and additions to the 7th edition of the ASAI Code of Standards for Advertising and Marketing Communications in Ireland. To view the Code in full, please go to www.asai.ie
- 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 product or shows the use of a tobacco product in a positive light.”
- 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.
Orla Twomey, CEO of the ASAI, says the Code is being published in the best interests of consumers, all involved in advertising and Irish society in general.
“We live in a world of ever-changing communication innovations, channels, platforms and demands. In producing this new 7th edition of the ASAI Code, we undertook the widest and most transparent consultative process in our history. It is compatible with current Irish and EU legislation, matches the very best international standards, and demonstrates how the combination of Self-Regulation and Statutory Legislation can be used in the best interests of all concerned. To ensure that the Code will remain, at all times, credible and relevant, there will be regular inspection and appraisal of the Code with an on-going process of additions, amendments and strengthening, as required.”
Guy Parker, President of the European Advertising Standards Alliance, added:
“The ASAI is a vital member of the EASA, the single authoritative voice of advertising self-regulation in Europe and beyond. We believe that effective advertising self-regulation is a crucial tool in the European ‘Better Regulation’ toolbox. As one of Europe’s most effective advertising regulatory bodies, the ASAI have produced a Code following significant and broad public consultation which responds so well to the issues of today. I commend all those involved in its production.”
The ASAI accepts complaints from any person or body who considers that a marketing communication may be in breach of the Code.
To find out more or to view the new ASAI Code of Standards for Advertising and Marketing Communications in Ireland (7th edition), go to www.asai.ie or follow the ASAI on Twitter @ THE_ASAI
For further media information, please contact:
Breda Brown /Niall McHugh
01 522 5200/ 087 2487120 (BB)
Advertising self-regulation in Ireland has existed for 35 years since the Advertising Standards Authority for Ireland was established by the advertising industry in1981.The strength of the self-regulatory system lies in the support and commitment of the advertising industry – advertisers, advertising agencies, media specialists, direct marketing companies, sales promotion consultants and the various media – print, radio, television, online, cinema and outdoor interests.
The ASAI is a founder member of the European Advertising Standards Alliance (EASA). EASA is a non-profit organisation based in Brussels which brings together 38 national European and non-European advertising self-regulatory organisations (SROs) and 16 organisations representing the advertising industry in Europe – advertisers, agencies and various forms of media including television, radio, press, digital and outdoor poster advertising
Further information on advertising self-regulation, the ASAI and the operation of the system is available at www.asai.ie