The Advertising Standards Authority for Ireland (ASAI) has launched a new initiative to encourage self-regulation in the advertising industry.

Central to the project is a video which will be distributed to more than 400 managing directors and marketing managers of companies advertising in the Republic.

The video includes leading business figures like Mr Niall Fitzgerald, chairman of Unilever and Dr Tony O'Reilly, chairman of Independent Newspapers, calling for greater emphasis on self-regulation.