ASAS said it received 432 pieces of feedback in 2024, up 39% from 2023.
The Advertising Standards Authority of Singapore (ASAS) saw a sharp rise in consumer feedback on advertising last year, with the telecommunications sector drawing the most complaints.
In its latest report, ASAS said it received 432 pieces of feedback in 2024, up 39% from 2023. The telecommunications industry alone accounted for 53 complaints—more than triple the 17 it received the previous year.
The spike was largely driven by backlash against a telco brand campaign featuring a social media video of a mother passively watching a racy scene with her child. Whilst ASAS ruled that the ad did not violate the Singapore Code of Advertising Practice (SCAP), it advised the telco to restrict such content from being accessible to children.
Other recurring complaints involved potentially misleading claims about promotional offers, service speeds, and roaming benefits. These included unclear terms around free or discounted services, mobile phone trade-ins, and whether overseas roaming was truly free or auto-activated.
ASAS reminded advertisers that key conditions affecting consumers' understanding of offers must be clearly stated in the ad copy, not just buried in fine print. Advertisers unsure of compliance can use ASAS's pre-publication advice service to avoid breaches.
ASAS表示在2024年收到了432條反饋,比2023年增加了39%。
新加坡廣告標準局(ASAS)去年消費者對廣告的反饋 sharply increases,電信板塊引起了最多的投訴。
在最新的報告中,ASAS表示在2024年收到了432條反饋,比2023年增加了39%。僅電信行業就佔據了53條投訴——是前一年的17條投訴的三倍多。
這一激增主要是由於公衆對一家電信品牌的廣告活動的反對,該活動展示了一段社交媒體視頻,視頻中一位母親被動地和孩子一起觀看一場刺激場景。雖然ASAS裁定該廣告沒有違反新加坡廣告實踐守則(SCAP),但建議電信公司限制兒童接觸此類內容。
其他重複的投訴涉及可能誤導消費者的促銷優惠、服務速度和漫遊福利的聲明。這些投訴包括對於免費或打折服務、手機交易和境外漫遊是否真正免費的不明確條款。
ASAS提醒廣告商,影響消費者理解優惠的關鍵條件必須在廣告文案中清楚說明,而不僅僅是埋藏在細小的字裏。如果廣告商不確定合規性,可以使用ASAS的出版前諮詢服務以避免違約。
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