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The Advertising Standards Authority (ASA) is inviting individuals, organisations, industry stakeholders, and members of the public to submit views and suggestions on an updated Code of Standards for Advertising and Marketing Communications. The consultation period runs until 9 May 2026. The Code sets out the standards that advertisers, agencies, and media are required to follow in Ireland and plays a central role in promoting responsible advertising and maintaining public trust in marketing communications. The ASA is undertaking a comprehensive review and refresh of the Code to ensure it continues to safeguard consumers from advertising that is harmful, offensive, or misleading. This review reflects significant changes in the advertising landscape in recent years, including shifts in media consumption patterns, the growth of digital platforms, and evolving consumer behaviour. The updated Code will address these developments to maintain its effectiveness in protecting consumers and upholding advertising standards across traditional and digital channels. Stakeholders are encouraged to submit their thoughts and recommendations for the updated Code through the ASA's consultation portal. The submission deadline is 9 May 2026. Following the consultation period, the ASA will review all responses received and incorporate feedback into the finalised Code. This consultation represents an important opportunity for industry participants, consumer advocates, and the general public to shape the future regulatory framework governing advertising and marketing communications in Ireland. REFERENCES: Advertising Standards Authority – Consultation on Code of Standards for Advertising and Marketing Communications https://www.asai.ie/code/consultation-on-code-of-standards-for-advertising-and-marketing-communications/

On March 26, 2026, the Advertising Standards Authority for Ireland (ASA) launched a consultation on its Code of Standards for Advertising and Marketing Communications, including Section 10 governing gambling advertising. Section 10 applies broadly to any marketing communication that promotes gambling services or products, or the brand and reputation of gambling operators, including both “play for money” and certain “play for free” products. It also captures indirect references to gambling where relevant. The Code requires that all gambling advertising include responsible gambling messaging and directs consumers to information on responsible play. It further prohibits marketing that portrays gambling as a solution to financial or personal problems, an alternative source of income, or a risk-free activity, and bans content that exaggerates chances of winning or implies guaranteed success. The rules also restrict socially irresponsible messaging, including portraying gambling as indispensable, encouraging excessive or solitary gambling, or linking gambling to personal success, attractiveness or social status. Strict provisions apply to the protection of minors. Advertising must not target individuals under 18, feature persons under 25 in a gambling context (subject to limited exceptions), or appear in media or locations aimed at children, including within 100 metres of schools. Marketing must not exploit children’s vulnerabilities or associate gambling with youth culture. The consultation is open until May 9, 2026, and submissions can be made by selecting relevant sections of the Code and providing feedback directly to the ASA.

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Ireland's Advertising Standards Authority Launches Consultation on Updated Code of Standards for Advertising and Marketing Communications

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Irish Advertising Standards Authority launches consultation on advertising code