Advertising in Singapore is governed by a combination of laws and self-regulatory mechanisms. The primary body overseeing advertising standards is the Advertising Standards Authority of Singapore (ASAS), which enforces the Singapore Code of Advertising Practice (SCAP). Here are the main points:
Self-Regulation: Singapore's advertising system is primarily self-regulating. The ASAS ensures compliance with SCAP, which provides guidelines for advertising practices. Advertisers must adhere to these guidelines, which include requirements for honesty, decency, and responsibility in advertisements .
Specific Statutes: In addition to SCAP, certain sector-specific statutes also govern advertising practices, such as the Sale of Food Act for food-related advertisements and the Health Products Act for health-related advertisements. These statutes include specific advertising restrictions, particularly concerning the marketing of pharmaceuticals and medical services.
Prohibited Practices: Some products and services are either banned from being advertised or have strict guidelines for how they can be advertised. For example, cigarette lighters shaped like pistols or revolvers, controlled drugs, and firecrackers cannot be advertised.
Indecency and Obscenity: The Undesirable Publications Act is employed to regulate content that could be considered indecent or obscene, maintaining public decency standards.
Sponsorship and Identity: The SCAP requires clear disclosure of the advertiser or sponsor’s identity in advertisements, ensuring transparency especially in direct response advertising and online media .
Integration of Advertising Content: Special rules govern the integration of advertising content with entertainment or editorial content, making it essential for such advertisements to be easily identifiable as commercial material.
Digital and Social Media: The use of social media for advertising purposes is also under the purview of the SCAP, which dictates how these mediums should be used to ensure ethical advertising practices.
By adhering to these rules and guidelines, advertisers in Singapore can ensure their campaigns are both effective and compliant with local regulations.
