The Advertising Standards Authority for Ireland (ASAI), the independent self-regulatory body committed to promoting the highest standards of marketing communications in Ireland, recently introduced new rules relating to the advertising of High Fat, Salt and Sugar (HFSS) products which are incorporated into the Food and Non-Alcoholic Beverages Section of the ASAI Code.

The new restrictions will come into effect on 1st December 2021 and ahead of that date the ASAI will be working with media and advertisers to ensure the successful rollout of the rules.

To facilitate this, the ASAI is asking the media and advertising community to submit any questions or queries they may have about the rules online here.

This information will then be utilised in the development of an in-depth video presentation which will explain the new rules in detail.

The closing date for submissions is Monday 4th of October.

In summary, the new rules state that:
In summary, the new rules state that:
  • No medium can be used to advertise HFSS products if more than 50% of its audience is under 15 years of age.
  • There are also thresholds on the amount of advertising for HFSS products that can be published by each media format. For example, no more than 33% of available outdoor space can carry HFSS product marketing communications, whilst for cinema, digital and print media, no more than 25% of the available space can carry HFSS product marketing communications.
  • Marketing communications targeted at children for HFSS products cannot include a promotional offer or a competition. There are also restrictions on the use of licensed characters.
  • Locations primarily used by children will be prohibited to run any form of marketing communication for HFSS foods. Examples of such settings include registered crèches, pre-schools, nurseries, family and child clinics, paediatric services, schools, dedicated school transport, playgrounds and youth centres.

There is also an introductory video of the new rules by Orla Twomey, Chief Executive, available to watch here or to review the new rules in full, please visit

The Advertising Standards Authority for Ireland is financed by the advertising industry and committed, in the public interest, to promoting the highest standards of marketing communications that is advertising, promotional marketing and direct marketing. The objective is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’.

The Code covers commercial marketing communications and sales promotions in all media in Ireland including digital web, social, mobile, in-game ads, influencer marketing (user-generated commercial content), print, outdoor, radio, TV, leaflets/brochures, SMS/MMS, cinema, and direct marketing.

Further information on advertising self-regulation, the ASAI and the operation of the system is available at