Complaints about Misleading and Derogatory Internet Advertisements

1 Mr Saktiandi Supaat asked the Minister for Communications and Information (a) what has been the trend in complaints about misleading and derogatory advertisements on the Internet over the past three years; and (b) what action has been taken against such advertisers and media owners.

The Minister of State for Communications and Information (Dr Janil Puthucheary) (for the Minister for Communications and Information): Mdm Speaker, the advertising industry is self-regulated. The Advertising Standards Authority of Singapore (ASAS) administers the Singapore Code of Advertising Practice (SCAP), which helps to ensure that advertisements are legal, decent, honest and truthful. SCAP has been endorsed by organisations representing the advertisers, advertising agencies and the media, and ASAS reviews it periodically to ensure its consistency with community values and changes in the advertising landscape.

From 2013 to 2015, ASAS received a total of 124 complaints against misleading online advertisements and five complaints against derogatory online advertisements. ASAS investigated these complaints, which included examples, such as unsubstantiated product claims and racially discriminatory advertisements, and took action against breaches of the SCAP, including contacting the company or website responsible to amend or remove the problematic advertisements. In cases of egregious or repeated breaches, ASAS may also impose sanctions, such as requiring local media owners that are members of ASAS to withhold advertising space from errant advertisers.

In response to the growing use of online marketing, ASAS issued the Guidelines for Interactive Marketing Communication and Social Media in August this year to clarify its expectations of how advertisers and the parties they work with should design and manage their digital and social media marketing communications, so as to enable consumers to make informed choices about the products and services advertised online.

The Government supports the advertising industry's efforts to strengthen self-regulation. However, the Government will also not hesitate to act against online advertisements that contain egregious content such as those that threaten racial or religious harmony, public morality or are against national or public interest. Consumers can also play an important role, such as by exercising caution against offers that appear too good to be true.

Mdm Speaker: Mr Saktiandi Supaat.

Mr Saktiandi Supaat (Bishan-Toa Payoh): Mdm Speaker, I would like to thank the Minister of State for answering the question. I have two follow-up questions. One is whether the Ministry is concerned that there is an increasing trend in the number of complaints from 2013 to 2015. I am not sure if I missed that – that the Minister of State had mentioned that there was an increasing trend, or whether there was concern that there is going to be an increasing trend, thereafter, from 2015 onwards.

Secondly, I note the guidelines that the Ministry had highlighted. What are the strategies to ensure a sustained standard of ethical advertising in Singapore, on top of the guidelines for the industry?

Dr Janil Puthucheary: Mdm Speaker, the Member asked about the trend. The total number of complaints in 2013 was 39, followed by 2014 with 37, and 2015 with 48. If we compare 2013 with 2014, the number was slightly down; 2014 to 2015, it was up. The total number was 124. Is there a trend? I think it is a little too early to say. Possibly. It may be so with the increasing amount of activity in the media space. We will watch the space and we will do what is necessary. It is not the total number so much as those that are particularly egregious, particularly demeaning or derogatory, that need to be dealt with in a way that allows people to understand what are the standards expected of the industry.

It is this point that addresses the Member's second question. Some of the complaints are really as a result of mistakes and misunderstandings. The industry needs to then learn and improve. Some are because of issues of racial sensitivities or egregious comments that were made. For that, we do take enforcement actions. So, it is a combination of engagement, education and enforcement. It needs a lot of ongoing work, within the industry and in engagement with the industry.