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 firstname.lastname@example.org, or by post to ASAS at 170 Ghim Moh Road, Ulu Pandan Community Building, #05-01, Singapore 279621.