Advertising watchdog urges feedback on social media ad guidelines

Digital ads will need to follow new rules.

The Advertising Standards Authority of Singapore (ASAS) has launched a public consultation for the drafted Digital and Social Media Advertising Guidelines.

The new guidelines will address challenges posed by digital advertisements, such as those which appear in social media channels and blogs.

The guidelines will establish the levels of disclosure that are required of sponsored messages that appear on blogs and social media channels such as Facebook, Instagram and Twitter.

Marketers will be required to make sponsored messages distinguishable from personal opinions and editorial content in their posts, and disclose any commercial relationships.

In addition, the guidelines will require marketers to develop community guidelines, be transparent about fees and the purchase process, and ensure that digital marketing communications addressed to children are suitable for them. The guidelines, once finalised, will be incorporated into the Singapore Code of Advertising Practice (SCAP).

The period of consultation is from 7 December 2015 to 8 January 2016.

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