What the code covers
The code addresses advertising generally rather than websites specifically, which is why businesses often miss that it applies. Your homepage, service pages, Google Business Profile description and social posts are all advertising.
The recurring themes are legal, decent, honest, truthful, and substantiable. A claim implying a guaranteed outcome — 'we will fill your calendar', 'guaranteed results' — invites the most scrutiny.
The three that catch small businesses out
Testimonials — permitted, but only from genuine customers describing something they actually experienced.
Before and after imagery, where relevant to the trade — permitted, but it must not misrepresent where or by whom the work was done.
Outcome claims — anything implying a guaranteed result is the highest-risk phrasing on a small business site, and it is also the phrasing marketing agencies most often supply.
Sector-specific rules sit on top
Health-adjacent services, legal services, and financial services all have their own regulators with codes that apply in addition to the ASAI's. Where the two differ, comply with the stricter of the two.
If you're not sure whether your sector has an additional regulator, that's worth five minutes checking before you publish claims you can't evidence.
Why this matters commercially, not just legally
The elements at risk here — testimonials, before/afters, outcome claims — are precisely the elements that convert. Removing them wholesale out of caution costs enquiries; leaving them unchecked risks a complaint.
The workable position is to keep them and document them: consent on file, evidence available, claims you could substantiate if asked.
Questions
Where can I read the ASAI code?
The Advertising Standards Authority for Ireland publishes its code on its own website. Read the current version directly rather than relying on a summary — including this one.
Do these rules apply to my marketing agency's copy?
The obligation sits with the business advertising, not the agency. If an agency writes a non-compliant claim onto your site, it is still your name on the complaint.
Is a sector-specific code the same everywhere?
No — rules vary significantly by sector and by country. Don't apply guidance written for a different sector or a different country to your own site.