The Advertising Standards Authority for Ireland (ASAI) , advocate the following guidelines

In their "Manual of Advertising Self Regulation" 

With the "Code of Standards for Advertising, Promotional and Direct Marketing in Ireland

(6th Edition effective from the 1st Jan 2007) 

 

In short they advocate the following

 

The Essence of Good Advertising 

All marketing communications should be legal, decent, honest and truthful.

All marketing communications should be prepared with responsibility to both the consumer and society

All marketing communications should conform to the principles of fair competition as generally accepted in business

 

The Essence of the Code 

The Code is applied in the spirit as well as in the letter

The Code rules are indivisible; advertisers should comply, were appropriate, with all rules

 

 

The full details of the code are available here    (PDF file, 1.5mb)

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