Consultation on Draft Digital and Social Media Advertising Guidelines

ASAS is now seeking public inputs for its consultation on the draft Digital and Social Media Advertising Guidelines. The period of consultation is from 7 December 2015 to 8 January 2016.

Background

All advertisements that appear in Singapore are required to comply with the Singapore Code of Advertising Practice (SCAP), regardless of the media that they appear in. The Code has served the advertising industry well. However, with the emergence of new technologies, new issues in advertising have emerged and these issues are not covered by the Code. After an extensive study and some inputs from some industry players, ASAS has drawn up the draft Digital and Social Media Advertising Guidelines, in order to address the challenges created by such advertisements. The Guidelines draw reference from similar advertising codes of conduct that are already established in countries such as Australia and the United Kingdom, as well as some of those set by social media channels.

Summary of Guidelines

The Guidelines establish the levels of disclosure that are required of sponsored messages that appear on blogs and social media channels such as Facebook, Instagram and Twitter. Marketers will be required to make sponsored messages distinguishable from personal opinions and editorial content in their posts and disclose any commercial relationships.

In addition, the Guidelines will require marketers to develop community guidelines, be transparent about fees and the purchase process, and ensure that digital marketing communications addressed to children are suitable for them. The Guidelines, once finalised, will be incorporated into SCAP.

The Guidelines may be viewed here.

Request for comments

ASAS hereby invites interested parties to submit written comments on the draft Digital and Social Media Advertising Guidelines. All submissions should be clearly and concisely written, and should provide a reasoned explanation for any proposed revisions. Submissions should reach ASAS no later than 5:00 p.m., 8 January 2016. They may be sent via post or e-mail to the following addresses:

Mail: The Secretariat Advertising Standards Authority of Singapore 170 Ghim Moh Road Ulu Pandan Community Club #05-01 Singapore 279621 E-mail: asas@case.org.sg