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3 September, 2016
The Advertising Standards Authority of Singapore ("ASAS") has issued the Interactive Marketing Communication and Social Media Guidelines ("Guidelines"), which was formerly known as the draft Digital and Social Media Advertising Guidelines.
The Guidelines will feature as an Appendix to the Singapore Code of Advertising Practice. ASAS has also released guidance notes to complement the Guidelines. These guidance notes help to clarify what arrangements require disclosure, and also set out recommended formats for such disclosures. However, ASAS has said that these guidance notes are not binding on ASAS in the event of a complaint about a marketing communication that may be regulated by the Guidelines.
Marketers who fail to comply with the Guidelines will be instructed to amend their marketing communication. If the marketers fail to do so, they will be asked to withdraw the non-compliant communication altogether, to avoid misleading consumers.
The Guidelines will have immediate effect, and marketers and media owners will be given a grace period of 1 month, until 29 September 2016 to adhere to the Guidelines.
The full text of the Guidelines and the associated guidance notes can be found on ASAS' website here.
For further information, please contact:
Andy Leck, Principal, Baker & McKenzie.Wong & Leow
andy.leck@bakermckenzie.com
