Regulatory Compliance and Advertising Standards for Bloggers

Bloggers and social media influencers must comply with the Singapore Code of Advertising Practice (SCAP) and the Advertising Standards Authority of Singapore (ASAS) Guidelines on Interactive Marketing Communication and Social Media. These require that any sponsored content or advertisements be clearly and prominently disclosed as such, ensuring transparency to consumers.

Key regulatory compliance and advertising standards include:

• Clear Disclosure of Sponsorship: Influencers must explicitly identify when content is sponsored or paid for, distinguishing marketing communication from personal opinions.

• Truthfulness and Non-Misleading Content: Advertisements must be truthful, not exaggerated, and must not mislead or deceive consumers.

• Prohibition of Fake Engagement: The Singapore Guidelines prohibit disguising reviews as impartial, buying fake likes, or creating fake accounts to boost engagement.

• Industry-Level Enforcement: While SCAP and the Singapore Guidelines are not laws, ASAS can instruct removal or amendment of non-compliant posts, with potential sanctions including withholding advertising space, withdrawal of trading privileges, or publicizing breaches, which can harm reputations.

• Legal Backing via Consumer Protection: The Consumer Protection (Fair Trading) Act (CPFTA) protects consumers against unfair practices, including failure to disclose sponsorships if it misleads consumers. Persistent offenders may be investigated by the Competition and Consumer Commission of Singapore (CCCS).

• Ethical Standards: Advertisements referencing professionals or institutions must be accurate and substantiated, avoiding misleading implications about endorsements or affiliations.

ASAS actively engages with influencers and marketers to raise awareness and ensure compliance, and is reviewing the SCAP and Guidelines to keep pace with evolving advertising practices.

In summary, bloggers must transparently disclose sponsored content, ensure honesty in advertising, avoid deceptive practices, and adhere to ASAS and SCAP standards to maintain regulatory compliance and uphold advertising ethics.