The new advertising campaign aims to remind consumers and advertisers that the ASAI is committed to ensuring all marketing communications in Ireland are legal, decent, honest and truthful.
The ASAI’s print advert parodies a sample product, illustrated as ‘Multi-Immortablets’, with a caption reading “You will never die”. The advert is a tongue in cheek sample of an advertisement which is an obvious breach of the ASAI Code. It is also clear from the advertisement that the ASAI is the organisation tasked with ensuring the best interests of consumers and advertisers.
Similarly, a 30 second radio advert features a radio voiceover artist who tells listeners that he is “known for his safe and reassuring tones”. The advert communicates to listeners that the ASAI oversees standards in advertising, ensuring that ads don’t mislead or offend Irish consumers. The ad tells listeners that the ASAI will “listen to your concerns, respond to your complaints and set the standards for responsible advertising.”
The ASAI Code of Standards for Advertising and Marketing Communications in Ireland covers commercial marketing communications and sales promotions across all media in Ireland including digital (online banners, websites and social platforms), print, outdoor, radio, TV, leaflets / brochures, and direct marketing. The objective of the Code is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’ and members of the ASAI are required to abide by the Code and not to publish an advertisement or conduct a promotion which contravenes Code rules.
“The ASAI is passionate about good advertising because responsible advertisements are good for consumers, society and advertisers and ensure trust in brands. Our campaign aims to raise awareness of the ASAI among consumers and advertisers, ensuring effective self-regulation of the advertising industry. Our approach is to work with advertisers rather than against them to ultimately ensure that all marketing communications are truthful, decent and honest,” says Orla Twomey, Chief Executive of the ASAI.