New rules around advertising food to children and e-cigarettes come in to effect today.

It is part of a new range of standards being introduced by the Advertising Standards Authority of Ireland.

The rules mean the advertising of promotional offers on food and drink products, aimed at children, is no longer allowed.

The Chief Executive of the Advertising Standards Authority of Ireland, Orla Twomey, said: "So for pre- and primary school children, so essentially 12 and under, if the content of the advertisiing is directed at children - so very childish in tone and colour, likely to appeal directly to them - then that advertising for food cannot have a promotional offer, nor can it have licenced characters in the advertising.

"This rule applies to all non-broadcast media."