Bloggers beware: New ad rules for Singapore
Dec11

Bloggers beware: New ad rules for Singapore

New guidelines from the Advertising Standards Authority of Singapore (ASAS) will apply to online blogs and social media channels, including Facebook, Twitter and Instagram. ASAS is currently consulting on Singapore’s first Digital and Social Media Advertising Guidelines, following countries such as the UK and Australia, where guidelines are already in force. Under the proposed guidelines, online advertisers will have to comply with the Singapore Code of Advertising Practice (SCAP) already applicable to print advertising, and adhere to the best practice standards identified for online marketing. These standards are likely to include: clearly identifying sponsored content, and ensuring it can be easily distinguished from personal opinions and editorial content; disclosing any commercial relationships in straightforward, plain English at least as large (or as loud) as the content the disclosure relates to; and making sure marketing communications aimed at children are age appropriate. The full guidelines can be viewed on the ASAS website. Agencies, brands, social media platforms and bloggers have a limited window to provide their feedback. ASAS will be accepting responses to the consultation until 5pm on January 8 2016 by email to asas@case.org.sg, or by post to ASAS at 170 Ghim Moh Road, Ulu Pandan Community Building, #05-01, Singapore...

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Netflix accelerates Asia rollout
Sep10

Netflix accelerates Asia rollout

Netflix appears to be living up to its ambitious aim of launching in every significant global market by the end of 2016, announcing its next round of expansion just days after its Japanese launch, the company’s first in Asia. Netflix has said customers in Singapore, South Korea, Hong Kong and Taiwan will be able to subscribe to the streaming service from early 2016, although no details about the content available or subscription pricing have been released.  Netflix has managed to side-step some of the challenges it will face in other parts of Asia, by choosing to launch in developed economies with established broadband and 4G networks in place but attracting subscribers is unlikely to be plain sailing. In South Korea, Netflix is reported to be in talks with carriers to reduce the price of content delivery, and across the region the company will need to comply with tight content regulation, while still providing viewers with the content they want.  Like Uber, another industry-disrupter undergoing rapid global expansion, Netflix may find it has lost first-mover advantage.  Home grown content providers such as iFlix and Hooq, which counts Sony Pictures and Warner Brothers among its backers, have sprung up in Netflix’s absence, basing their offering on the subscription-based model Netflix pioneered. It is likely that Netflix’s biggest trials still lie ahead, however.  The company has been forthright about its global ambitions, and its rapid roll-out plans.  This will include launching in China, a country described as “too big to have an asterisk next to it” by Chief Content Officer Ted Sandaros and India, where broadband speeds are two times lower than the global average.  A successful launch in Singapore, South Korea, Hong Kong and Taiwan may make the kind of investment needed to succeed in these markets more palatable, but whether Netflix has bitten off more than it can chew remains to be...

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