Ireland's advertising watchdog is to extend its digital remit to include the social media profiles of major brands.

According to the Advertising Standards Authority for Ireland, advertisers have been increasingly engaging with consumers on social media platforms such as Facebook and Twitter, which were traditionally outside the remit of the ASAI code.

Following an investigation of social media marketing used by various brands, the ASAI said it is to extend its current digital remit to include marketing communications on advertisers' profile pages and other non-paid-for space online, under advertisers' control.

The new remit will be effective from next January.

However there will be a three month grace period when the ASAI will investigate complaints but will not refer them to the independent Complaints Committee for formal adjudication, the ASAI said in a statement.