Regulatory

Singapore

The Singapore Code of Advertising Practice (issued by the Advertising Standards Authority of Singapore) places an emphasis on voluntary compliance and self-regulation. The preamble asks that as well as being legal, decent, honest and truthful, advertisements are respectful of free competition and consumer rights.

The Code requires advertisers to show a sense of responsibility to both society and the consumer. Care is requested in making sure the ‘shared values of Singaporean society’ are not subverted in advertising. These and the topic of ‘Family Values’ are explored in further detail within the Code.

  • Nation before community and society above self
  • Family as the basic unit of society
  • Community support and respect for the individual
  • Consensus not conflict
  • Racial and religious harmony

Topics covered in greatest depth by the ASAS include Children, Medical and Slimming products. Children should not be shown to be disrespectful to adults or behaving in a way that is culturally, socially or morally unacceptable, or to make a nuisance of themselves.

In common with other markets, specific regulations relating to medicinal and related products and advertisements containing health claims are issued at a category level and the Code includes an extensive list of diseases to which no reference or only limited reference can be made in advertising. Care needs to be taken with testimonials which need to be genuine and based on the personal experience of ordinary users. Only testimonials given by qualified practitioners registered in Singapore are acceptable.

Appendices are also issued concerning Financial Services and Products, Advertising for Alcoholic Drinks, Environmental Claims, Employment and Business Opportunities, Motoring, Interactive Advertisements, Direct Marketing, Hair and Scalp Products. Others include commemorative and other items produced in limited edition, Property Advertising and Matchmaking Advertising) Political advertising is not allowed and overseas commercials must be submitted to the authorities for approval. Substantiation for claims, descriptions and comparisons should be provided on demand to the ASAS.

Advertising minutes per hour 14 minutes including trailers/promotions.
Advertising revenue restrictions Not exceeding 25% of total.
Tobacco Prohibited
Alcohol Allowed with some restrictions, particularly in reference to children, setting, social acceptance issues, and avoidance of excess
Pharmaceutical Subject to approval by the Ministry of Health.
Gambling Restrictions apply - refer to the Betting Act, Cap 21 (s3(e), 6).
Contraception No objection - mention where appropriate that only available on prescription, do not exaggerate effectiveness or safety of a method. Regarding condoms, specific guidance is given to focus on good taste, settings, protective function rather than pleasure enhancement
aspects of the product.
Medical Subject to detailed regulation.
Food and Beverage The only restrictions are in the context of children and with regard to nutritional claims and health benefits eg in relation to proteins and polyunsaturated fats.
Personal None mentioned.
Financial Detailed guidelines given. The public should be fully aware of the commitment they would be entering into as a result of responding to an advertisement. Advertisements referring in general terms to investment opportunities are not acceptable unless explanatory materials will be provided free of charge on request. Where benefits are detailed, they must be easily understandable. Absolute clarity around growth rates, rates of return, forecasts and projections is required. The tax position of any rates of return expressed as gross must be clearly set out.
Children Issues relating to exploitation, security and hazardous situations should be carefully addressed. Moral, cultural and social acceptability remains paramount. Testimonials and endorsements need to be validated and not misleading.
Product Placement Restrictions exist as per the MDA Code of Advertising.
Public Service Required to transmit as per government needs.

For reference only