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ASAI Code effective from March 2016


The Advertising Standards Authority for Ireland is the independent self-regulatory body set up and 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.

Self-Regulation means the adoption by the advertising industry of standards drawn up by and on behalf of all advertising interests. It involves the enforcement of those standards through the commitment and cooperation of advertisers, agencies and media.

The objective is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’. The rules are set out in the Code of Standards for Advertising and Marketing Communications in Ireland (7th Edition), drawn up by the Board of ASAI following detailed consultation with all relevant interests including the public, advertisers, agencies and media, consumer representatives and Government Departments.

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.

Members of ASAI are required to abide by the Code and not to publish an advertisement or conduct a promotion which contravenes Code rules.

The Essence of Good Advertising:

  • All marketing communications should be legal, decent, honest and truthful.
  • All marketing communications should be prepared with a sense of responsibility both to the consumer and to society.
  • All marketing communications should conform to the principles of fair competition as generally accepted in business.

ASAI Code 

The 7th Edition of the Code is now in effect and is available here