New Codes In Place For E-Cigarettes, Gambling And Food

New rulings on advertising for e-cigarettes, gambling and food have came into effect today, 01 March.

The Advertising Standards Authority for Ireland (ASAI) introduced the new measures as a result of a 'comprehensive review' undertaken by the organisation.

Under the new ruling for E-Cigarettes, the code rules 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."

In addition, people using e-cigarettes in advertisements must also appear no younger than 25.

In Food Advertising, the ASAI code has been brought up in line with EU Regulation 'concerning nutritional and health claims', with new ruling on Children's Advertising including, "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."

New gambling guidelines include "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."

Other areas affected by the new rulings include Health & Beauty and Environmental claims.

Commenting, Orla Twomey, CEO of the ASAI, said: "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."

(LM/CD)