The ASAI published the 7th edition of the ASAI Code of Standards for Advertising and Marketing Communications in Ireland (effective from 1 March 2016). It is the result of a comprehensive review undertaken by the ASAI. The Code has been designed to be compatible with current legislation in Ireland and the EU with the intention that, through the co-operation of the ASAI with statutory regulators and state agencies, the combination of self-regulation and statutory legislation can be used to the best advantage of consumers and responsible advertisers. The ever changing complexities of modern-day Irish business and Irish society will require regular inspection and appraisal of the Code.