Advertising Standards Authority of Ireland

The Advertising Standards Authority of Ireland (ASAI) Code governs the content of advertising in general, including alcohol advertising. It states that: "Commercial communications for alcohol drinks should be socially responsible and should not exploit the young or the immature. They should neither encourage excessive drinking nor present abstinence or moderation in a negative way.

The strength of the ASAI code means that no alcohol advertising can:
  • appeal directly to young people
  • feature anyone who is, or appears to be, under the age of 25
  • associate alcohol or its consumption with social or sexual success
  • suggest any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour
  • have the alcoholic strength, or the intoxicating effect, as a dominant theme.

Read the full ASAI Code here [].