This sounds a bit questionable to me. If you're part of an Occupational Pension Scheme, you can retire early from age 50 with the agreement of the trustees so I suppose that this would cover people who are company directors and consider themselves "self employed".
But for someone who is a self-employed sole trader or partner the rules clearly state that retirement is only available from age 60 except in the case of ill-health.
The ad possibly refers to transferring the fund to an offshore location where the retirement rules are different to those in Ireland but such schemes should be treated with extreme caution. (Transferring a large lump of your money to an unknown company in a foreign country using an unknown intermediary without the benefit of any Irish regulation or protection. There's also the debate about the legality of such arrangements in the various jurisdictions through which the monies pass. This is under review in several jurisdictions, e.g. Guernsey.)