Ireland Guidelines on Advertising Standards

The Advertising Standards Authority for Ireland (“ASAI”) is an independent regulatory body established by the advertising industry. More than 80% of participants in the industry are members of ASAI. Members may not publish an advertisement or undertake a promotion that does not comply with the Code of Advertising Standards or the Code of Sales Promotion Practice (the “Codes”). ASAI's advertising guidelines while not considered rules per se impose liabilities on those businesses that violate them.

The following questions have been addressed in this article:

What are the limitations of this legislation?
What has been the effect of the modification of this legislation?
What are the international implications of the Code of Sales Promotion Practice?

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