Advertising Standards Authority for Ireland (ASAI) issues new guidelines relating to the advertising of non-alcohol product variants

  • New guidelines are effective immediately
  • Onus is on brands and advertisers to ensure all non-alcohol product advertising and promotion complies with the ASAI code

The Advertising Standards Authority for Ireland (ASAI), the independent self-regulatory body committed to promoting the highest standards of marketing communications in Ireland, has introduced new guidelines relating to the advertising of non-alcohol product variants.

Marketing communication for alcoholic drinks are already required to adhere to the ASAI’s Code of Standards for Advertising and Marketing Communications in Ireland, which applies to all commercial marketing communications, regardless of the medium in which they appear. Given the emergence of more non-alcoholic products on the market, the ASAI has now developed new guidelines to assist brands in the development of their advertising and marketing communications for these products. These new guidelines for non-alcohol beverages comes into force immediately.

Below are the key points of the new guidelines:

1) It should be made very clear at the start and throughout a marketing communication that the product is non-alcoholic.

a) Note: There should be no scope for confusion over the product’s content from the beginning so that consumers are able to easily identify that the product being advertised is a non-alcoholic product.

b) To ensure the nature of the product is easily identifiable, the following should be taken into account;

i) the context of the name of the product;

ii) and/or the content of the ad;

iii) and/or the media used.

c) Three potential scenarios are given by way of example:

i) Media – TV / video on demand: If the product name clearly indicates the nature of the product, then this should be displayed prominently throughout the ad.

ii) Media – outdoor / print / non video online content: If content immediately makes it clear that the product is a non-alcohol product, no further clarification is required.

iii) Media – radio: the nature of the product should be made clear at the beginning of content

2) If there is absolutely no doubt that the product is a non-alcohol product variant:

On the basis that the product is an alternative to alcohol, the depiction of activities which could be considered a risk to personal safety (similar to that if alcohol was being or was to be consumed) is unlikely to be considered in conflict with the Code requirements at Section 9.8.

3) Children:

a) Children’s media and advertising that is proximate to schools must be avoided;

b) Advertising should not appeal to minors in either placement or content.

4) Marketing Communications should be clearly aimed at people aged 18 and over:

a) Treatments that would appeal primarily to children should not be used;

b) Anyone depicted in a marketing communication shown drinking or playing a significant role should be aged over 25 and should appear to be over 25.

Orla Twomey, Chief Executive of the ASAI, says the new guidance note is being published in the best interests of consumers, those involved in the advertising industry and Irish society in general.

“The market for non-alcohol products has seen an increase in recent years. It’s important that there is no confusion between these products and alcohol products, and that advertising contains no appeal to children. We have developed these guidelines to help companies who deliver the marketing communications for non-alcohol products.”

“As the independent self-regulatory body committed, in the public interest, to promoting the highest standards of marketing communications in Ireland, the ASAI aims to lead the way in ensuring all marketing communications are legal, decent, honest and truthful.”

Or follow the ASAI on Twitter @THE_ASAI

Perfect Property announce rollout of online property search platform across Ireland

  • Galway and Cork first on agenda for nationwide expansion of innovative property search platform

Perfect Property, Ireland’s innovative property search engine that lists properties for sale and to rent from a range of estate agents, including REA, Knight Frank, REMAX, Savills and Sotheby’s, has launched their nationwide rollout.

The platform began operating just 12 months ago, and after much success in Dublin and the greater Leinster region, which saw more than €1.16 billion listed on the property platform and more than one million buyers viewing those properties, Perfect Property is Ireland’s fastest growing property website.

Galway and Cork will be first on the agenda for the expansion of Perfect Property’s services, with more counties to follow.

The Perfect Property platform has a wide range of user-friendly features, meaning it is fast becoming the property search portal of choice for home buyers and sellers, as well as those seeking a new rental property. They include:

  • Perfect Match – which allows buyers to search for the exact features that they require from a new home, saving hours of trawling through irrelevant and unsuitable property profiles online.
  • An Agent Finder tool, which allows home sellers to identify and compare estate agents operating in their locality.
  • Perfect Room – a tool which allows you to see how a room in a property might look when you have transformed it in your own style. Users can simply slide the picture across to unveil the transformation before their eyes.
  • A range of top tips and advice for those who are house hunting – everything from how to find your dream home and how to choose the right estate agent when selling to interior design advice.

Currently, most property platform searches are restricted to property type, area and number of bedrooms. Perfect Property’s Perfect Match feature, however, allows buyers to refine their search to suit their exact requirements and, most importantly, their budget. It also allows buyers to specify what type of buyer they are – a first-time buyer, a mover, a down-sizer or an investor.

It also allows buyers to state if they want a new home, an older property that is ready to move into, or a ‘do-er upper’. If buyers know that they will want to convert an attic or extend in the future, they can narrow down their search to only show properties where they can add potential.

For estate agents, standards sales and letting listings on the portal are free, with charges only for those opting for the Maximise & Supersize Leads advertising packages. Estate agents also sign up to a rolling ‘month to month’ contract, meaning no annual ‘lock-in’ contracts.

The platform also allows buyers to search multiple counties at once, and will only match buyers with properties that deliver their specific search criteria, making it quicker and easier to find the home of your dreams.

By searching all areas, Perfect Property will also identify all options available within a viewer’s budget and matching their specific requirements, meaning they won’t miss out on that potential dream home.

Unlike other property listing websites, Perfect Property is also unique when it comes to the benefits they offer estate agents and potential buyers.

With Perfect Property, estate agents can:

  • Attract motivated sellers with Ireland’s only Estate Agent comparison platform
  • Advertise properties to Perfect Property’s social media audience of more than 185,000
  • Sell difficult properties with their Virtual Renovation offering

Perfect Property also offer estate agents a 30 day free trial when they first join. There are no obligations to this free trial, just the opportunity to test the platform for themselves to see if it is the right fit for them.  

Commenting on the national rollout, and the benefits offered to estate agents, Laura Pollard, Managing Director of Perfect Property, says: “After much great success in Dublin and Leinster, we are very excited to launch Perfect Property nationwide. We offer many innovative features for both buyers and estate agents. For buyers, having features such as Perfect Match and Perfect Room, make it quicker and easier to find the home of their dreams. For estate agents, we don’t believe in lock-in contracts, subpar customer service and an outdated approach to property marketing—all of which are current issues in the market. This refreshing approach has allowed for our rapid growth to date.”

Instagram: @perfectpropertyie

New ‘Let’s Talk Bad Debt’ campaign to help SMEs tackle payment shortfalls launched by Bibby Financial Services Ireland

Campaign unveiled as research shows that one third of Irish SMEs have suffered a bad debt over past 12 months – with half writing off up to €10,000

A new ‘Let’s Talk Bad Debt’ campaign has been unveiled that aims to help SMEs ensure they receive payment promptly from clients and customers. The campaign, launched by Bibby Financial Services Ireland, a leading provider of funding solutions to Irish SMEs, also provides business owners with practical tips and advice to protect their cashflow.

Recent research from Bibby Financial Services Ireland’s Q1 SME Confidence Tracker revealed that over a third of SMEs have suffered a bad debt over the past twelve months. Of those that have suffered from bad debt, over half have written off up to €10,000.

The new Let’s Talk Bad Debt campaign offers SMEs a range of resources and practical advice to manage customers in arrears, from offering alternative payment terms to more punitive measures such as adding interest or late payment charges. Bibby Financial Services Ireland’s team of financial experts also provide insight into effective credit control systems that are an essential part of reducing the risk of bad debt.

To protect themselves from bad debt, SMEs should adopt some of the following practices:

  • Know your customers – run credit checks on all new customers before offering credit terms and set appropriate credit limits
  • Set basic requirements – avoid taking on customers who fail to meet these
  • Use effective credit control – implement a structured approach to help reduce the likelihood of overdue payments
  • Have clear payment terms – make your payment terms clear and consistent from the start
  • Invoice quickly and accurately – avoid unnecessary delays by ensuring invoices are accurate and issued on time

Mark O’Rourke, Managing Director of Bibby Financial Services Ireland, says: “Even businesses that are thriving can be just a few unpaid invoices away from suffering cashflow issues – particularly in the SME sector.

“But the earlier business owners take action, the more likely they are to prevent funding gaps or have to write off bad debt. Even simple actions such as implementing a structured approach to credit control and having clear payment terms can make a big difference, and our new campaign is designed to equip SMEs with the tools and knowledge they need to ensure continued success.”

Bibby Financial Services Ireland is a leading provider of financial support and funding solutions to Irish SMEs. The company helps businesses to thrive and grow in domestic and international markets by providing bespoke financial assistance and a wide range of specialist and working capital funding options.

Bibby Financial Services Ireland’s funding portfolio includes invoice discounting, factoring, export finance, foreign exchange services and specialist funding for a range of sectors.

Bibby Financial Services Ireland is part of Bibby Financial Services Group, an independent financial services partner to over 10,000 businesses across 14 countries. The Irish operation was established in 2006 and has an expert team of 30 employees based in Sandyford, Dublin.

For more information about Bibby Financial Services Ireland, please visit:

Find us on Linkedin or follow us on Twitter @BibbyFinanceIE

Core renews sponsorship of Design West, the international Design Summer School and Creative Festival, for a second year

Core, Ireland’s largest marketing communications company, is proud, once again, to announce its collaboration with Design West, Ireland’s exciting International Design Summer School and Creative Festival which is running from June 22nd – July 5th. This is the second year that Core has sponsored the event, which is described as a ‘catalyst to recharge your creativity’.

Taking place at GMIT Letterfrack in Connemara, Design West offers participants the opportunity to immerse themselves in the world of design, and work with leading international designers from renowned studios across the globe. It allows for collaboration between local and global thinkers – fusing trusted techniques with disruptive methods.

During the two-week programme, students participate in a voyage of discovery, learning, making, reflection and adventure in a non-urban environment which is perfect for sparking design inspiration.

Finian Murphy, Marketing Director at Core says: ‘Design West is a great example of creativity through diversity and we are delighted to be involved with a school that brings a variety of designers from around the globe to the beautiful village of Letterfrack in Connemara.”

“Design West shares Core’s love for working together, sharing ideas, and creating novel work. Similar to last year, we will send two people from Core to participate in the school, to unplug and immerse themselves in the rugged landscape and inspirational discussions. We are committed to providing further learning at Core, and inspiring creativity across the entire business. Design West is one of the great moments of the year when our people are able to expand their thinking further.”

The Design West Summer School programme will focus on a range of design related topics, such as the making of 2D and 3D design expressions, including visual communication, installations, abstract and environmental design. Participants will also engage with the stunning local environment through observation, the study of found objects, interactions between communities, landscape and nature.

With unrivalled facilities available at the GMIT campus, students will also have access to CAD, CNC technology, laser equipment, robotics and digital manufacturing.

The initiative was set up last year by Conor Clarke of the award-winning business ‘Design Factory’ and the programme will be led by Conor and a cross-disciplinary group of international tutors and professional technicians, including:

With just 24 places available, anyone interested in applying to attend Design West should log on to  The deadline for applications is 10 May 2019.

Core has a team over 300 people across nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy.

Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the tenth year running.


Vomiting, seizures and cold hands and feet among the least known symptoms associated with meningococcal meningitis, according to GSK survey of Irish parents1 New survey shows 42% of parents in Ireland cannot identify any types of meningococcal meningitis that are preventable by vaccination1

GSK marks World Meningitis Day with launch of ‘Know Meningitis’ campaign to generate awareness of the

disease and offer advice on how to spot the signs and symptoms

A new survey conducted by GSK shows that while almost all surveyed parents (95%) have heard of meningitis1, many are still unaware of the range of symptoms associated with the disease.

A rash is the most commonly associated symptom of meningitis (84%), followed by a stiff neck (73%) and dislike of bright light or headache (both 66%). However, there are a number of symptoms which the majority of parents do not relate to the disease, including vomiting (39%), convulsions / seizures (23%), and cold hands and feet (21%).1

To mark World Meningitis Day on Wednesday 24 April, GSK has launched the Know Meningitis campaign on social media platforms, an initiative aimed at raising awareness of the disease, which is rare but potentially fatal. Information about who is at risk, the signs and symptoms of the disease and how best to protect family members is available at

The survey of 375 parents in Ireland was conducted as part of GSK’s campaign and half of respondents (50%) reported that they ‘know of someone’ or ‘know someone’ who has had meningitis.1 

Just over a third (37%) of surveyed parents are not aware of any of the major types of meningococcal meningitis (A,B,C,W,X,Y). Less than half (46%) of parents said they were aware of meningococcal B disease (MenB) and just under a third (32%) said they were aware of meningococcal C disease(MenC)1 – MenB and MenC account for the majority of disease in Ireland.2 There were also extremely low levels of knowledge of MenW (2%), MenX (1%) and MenY (1%).1

Those surveyed are most likely to consider babies and children under-five as being most at risk of contracting meningococcal meningitis, while only a quarter (25%) of those surveyed believe 15-19-year-olds are one of the high-risk groups, even though a peak in disease activity is also seen among this age group.3

The findings of the survey also point to confusion among parents about which vaccines their children have received through the national immunisation programme. Surveyed parents of 15-19 year olds reported that 62% of those children had received the meningococcal B vaccination as part of the HSE vaccination programme,1 even though it is not available through the programme for that age group.4

The Know Meningitis campaign provides parents and carers the information they need to better understand the disease, how to spot signs and symptoms and how it can be prevented.

It also aims to increase understanding around preventative actions that can be taken to protect against meningitis and to raise awareness that no single vaccine protects against all types of meningococcal meningitis. It is important to remember that whilst there are vaccines available to protect against some types of meningitis and septicaemia, there isno single vaccine to protect against all types of meningitis, so awareness of the signs and symptoms is key.2

Dr Philip Cruz, GSK’s Vaccines Medical Director for the UK and Ireland, commented: “While the survey shows that rash is perceived to be the most commonly associated symptom of meningitis, it is important that parents and carers are aware that the disease is not just having a rash that won’t go away. Some cases may not present with rash at all in the early stages. Parents and carers should ensure they are informed, and most importantly trust their instincts.”

Siobhan Carroll, CEO of ACT for Meningitis, added: “After the alarming statistics highlighted in the GSK survey on World Meningitis Day, ACT for Meningitis implore people to get to know the signs and symptoms of meningitis, ensure your children’s vaccinations are up to date and trust your instincts if you suspect meningitis and seek medical help immediately.”

More interesting statistics from the survey include:

  • A rash is the most commonly associated symptom of meningitis (84% say this), followed by stiff neck (73%) and dislike of bright light or headache (both 66%).
  • Only 39% of parents surveyed associate vomiting with meningitis and just 21% of parents surveyed associate cold hands and feet with meningitis.
  • Just over a third (37%) of parents surveyed associate confusion and irritability with meningitis and just 23% associate convulsions / seizures with the disease.
  • Women are more likely than men to be aware of any individual type of meningococcal meningitis (A,B,C,W,X,Y) (73% vs 46%).
  • 35% of parents with children aged 15-19 consider that age group to be one of those at highest risk.
  • Parents surveyed report that three quarters of those children aged between 10 and 19 years (76%) are up-to-date with the School Vaccination Programme.