Advertisement Copy Vetting Guidelines

Under the Singapore Code of Advertising Practice (SCAP) guidelines, advertisers should ensure that anyone who looks at the advertisement is able to easily distinguish that it is an advertisement and not editorial matter. In general, editorial style advertisments should adhere to the following guidelines:

• The header “Advertisement” or “Advertising Feature”or “Content Provided by XXX”, must be placed at the top (center) of the ad. (However, for Chinese publications, the header “广告” or “广告特辑” must be placed at the top (center), plus a liner “本文由XXX提供” indicated in the copy.) This text should be at least 12 points in size, or no smaller than the body text size, whichever is bigger.
• Font types used in the advertisements should not be similar to that used in the publication that the advertisement would be placed in. Please avoid using the following font types used in SPH's various publications:

Please note: Sans Serif font types (without tails) must be used.

• Put a border around the entire advertisement. The thickness of the border should be at least 2 points.

reference: SCAP Appendix A

• Both parties involved in apology advertisements should sign indemnity forms and submit the forms to the Copy Vetting Team before the advertisement is published.
• Both parties in apology advertisements must agree to the contents of the advertisement.
• Apology advertisements are considered Notices and will be charged at Out of Notices Section rate.

Bust Developers

• Advertisements for preparations and devices purporting to promote enlargement of the breasts are not acceptable. Similarly, substitute of non-specific words for enlargement like “bust toning”, or “bust improvement” are not acceptable unless the advertisement clearly shows how this differs from enlargement per see.
• Exercises and courses, including exercises which may have an incidental effect on the bustline, may not be advertised in such a way as to place predominant emphasis on any effect of improving, increasing or enlarging the bustline. Only a medical procedure can increase the bustline.
• Visuals should also not emphasize breasts that seem to be enlarged as a result of the programme and should not be overly revealing/exaggerated.
  
  Examples of Unacceptable Claims:
  • Bust enlargement
  • Bust development
  
  Examples of Acceptable Claims:
  • Bust toning
  • Bust lifting
  • Bust firming
  • Bust enhancement
  
• Every advertisement of a product, service or other activity which purports to alter the shape or appearance of the breasts or the bustline shall contain the following disclaimer:
  “There is no scientific proof that any non-surgical treatment currently available can enlarge breasts.”
  
  Or
  
  “There is no conclusive scientific proof that any non-invasive treatment currently available can enlarge breasts.”
  
  The disclaimer should be placed horizontally with a font size of minimum 8 point. For testimonial advertisements that carry this disclaimer, the qualifier “Your results may vary” is not required.
  
  

References: SCAP Appendix F (6.6)

Cosmetics / Beauty Products / Beauty Saloons

• No advertisement should contain any claim to provide rejuvenation, that is to prevent, retard or reverse the physiological changes and degeneration conditions brought about by, or associated with increasing age.
• Advertisements should not contain any claim or implication that any preparation will promote rejuvenation of the skin or muscles or that hormones or vitamins remove or delay the formation of wrinkles.
  
  Examples of Unacceptable anti-ageing claims:
  • Anti-aging
  • Diminish fine lines
  • Reduce / Remove / Delay formation / Get rid of wrinkles / fine lines
  • Smooth away wrinkles / fine lines
  • Prevent / Delay / Reverse / Slow down the signs of ageing
  • Rejuvenate / Enhance the rejuvenation of skin
  
  Examples of Acceptable alternative claims:
  • Anti-age
  • Age-defying
  • Fights aging
  • Diminish the look of wrinkles
  • Reduce the look of wrinkles
  • Smoothen/lighten fine lines and wrinkles
  • Revitalise skin texture

References: SCAP Appendix F (5.3) (6.9.2)

• Claims that a product contains ingredients with special properties should be supported by acceptable evidence that the ingredients are beneficial for the purpose referred to.
• Products that confer a cosmetic benefit by (partial) absorption through the skin should not claim any systemic nutritive benefit. Such products would be considered foods within the meaning of the Sales of Food Act (Chapter 283).
• Statements relating to changes in the structure or renewal rate of skin cells should not exaggerate the effect of such changes on the general appearance of the skin.

References: SCAP Appendix F (6.9.1) (6.9.5) (6.9.8)

• If a cosmetic product / service claims to cure or treat skin conditions, a HSA Permit is required from the Health Sciences Authority (HSA).
  
  Examples of claims to cure or treat skin conditions requiring a permit from HSA:
  • Acne
  • Inflammation
  
  Alternatively, products could claim the following (without a permit from HSA):
  • Improve acne marks / scars
  • Calms skin
  • Smoothes skin
  • Care for blackheads, freckles, pigmentation, eyebags, etc.
  • Deals with enlarged pores, open pores, dilated pores
  • Improves orange peel skin look
  • Skin / Face / Body whitening
  • Skin cell renewal / Discarding dead skin with new cells
  • Dermatologically tested (for non-medical products, e.g. face cream)
  • To help an over-acidic body restore its pH balance

References: Contact Health Sciences Authority Medical Advertisements Unit Tel : 6866 3477 Website: www.hsa.gov.sg

Slimming advertisements (Weight Loss)

• Weight loss in this context will also refer to weight limitation and control.
• Advertisements should not make claims referring to “obesity” or “overweight”. This is a medical condition requiring qualified medical treatment and attention.
• Advertisements for “crash diets” are unacceptable.
• Testimonials from individuals (except famous celebrities) featured in an advertisement must be verified with the following:
  • Signed letter from the individual with his/her NRIC number indicated in the letter.
• For testimonials from Doctors and other medical professionals, please see 20-Doctors/ Clinics/ Hospitals (Public & Private)
• The claim “increase/boost/improve metabolic rate/metabolism” is not acceptable in advertisements featuring slimming products or services.
• The disclaimer "There is no scientific proof that any slimming program can achieve permanent weight loss; except when accompanied with a balanced diet and regular exercise" have to be included for advertisements featuring slimming/weight loss services.
• The disclaimer "Used in conjunction with a balanced diet and regular exercise" have to be included for advertisements featuring weight management health products.
  
  Examples of acceptable alternative claim:
  • Stimulate metabolic rate/metabolism
  

References: SCAP Appendix H, Section iii (3), Appendix H (5.4.1)

• Advertisements promoting casino, gambling or betting services are not acceptable. The publication of any advertisement that contains references to betting activity, or any place or web portal that is involved in any betting activity is deemed an offence liable to legal jurisdiction.
• Betting refers to any form of wager on any event or contingency of or relating to any horse racing, or other sporting event (i.e. race, fight, game, sport or exercise). Any form of betting is illegal unless specifically exempted by the authorities.
• Any business organisation conducting a public lucky draw for the purpose of promoting the sale of any product or services should submit a notification at least 4 weeks before the launch of the promotion to:
  
  Specialised Crime Policy Branch / CID
  Block C Police Cantonment Complex
  391 New Bridge Road Singapore 088762
  Attn: Lucky Draw Administrator
  FAX: 62207142
  
  www.spf.gov.sg/licence/frameset_luckyDraw.html

References: Betting Act Chap 21, www.spf.gov.sg

1. Visuals for chatlines must be of a group visual of at least 3 or more persons comprising both males and females.
2. They should be in a group photograph.
3. Photographs used must be at least in half body shots.
4. There should not be any sexy or suggestive expressions and connotations on dating/ courtship. Visuals must not show people in close proximity in an unbecoming manner.
5. The following disclaimers (12 point for both normal and reverse text) must be clearly indicated :
   
   Chat lines advertisements
   • Cost of service
   • Callers must be 18 years and above only
   • Precautions must be taken when meeting strangers from this service
   • Company’s name
   • Customer Service number
     
6. The following disclaimers (6 point for normal text and 8 point bold for reverse text) must be clearly indicated:
   Advertisements on Audiotex Services
   • Callers/ Users under 18 years old are to seek parental consent
   • Cost of Service
   • Company’s name
   • Customer Service number
7. Approval must be obtained from the respective copy licencees for the use of the following logos (as at January 2005) in advertisements:
   • Tare Panda
   • Precious Moments
   • Peanuts
   • Walt Disney
   • SinChan
8. With effect from 1 June 2004, under the Code of Practice issued by Media Development Authority, chat line operators must :
   • Remove sexually explicit or offensive messages on their services that are accessible by the public
   • Ensure that their services are not used for solicitation of prostitution or any other unlawful activities
   • Provide a hotline for public feedback
   • Offer the option for parents to bar their children from accessing their services
   • Disallow those below 18 years old from using their services without parental consent
   • Not advertise in teenage publication
   • Include cautionary messages in advertisements to warn users of the dangers of meeting strangers through chat line services
   • Monitor the chat lines and compile “blacklists” of users who leave abusive or offensive messages
   • Share the blacklists with other operators and bar these users from using chatlines.

References: Media Development Authority

• Only Child Adoption Agencies may advertise such services. (i.e. only for child adoption services; babies available for adoption).
• The company should produce copy of ROC (registration number/ date, principle activity, etc.). Advertisement should include the company’s name and address.
• Words in the advertisement copy should not give the impression that the “baby” or “child” is a commodity.
  • Instead of the words “fast delivery”, alternative words are “good customer service”, “responsible and reliable service”

• Advertisements that promote smoking, cigarette and tobacco brands are prohibited by the law.
• Advertisements for non-tobacco products that are associated with tobacco brand names are not acceptable, unless approval is obtained from the Health Sciences Authority (HSA). However, blanket exemption has been granted to SPH Media - subject to the following conditions that such product advertisements:
  • do not feature tobacco products or promote its use
  • are not submitted by or on behalf of tobacco manufacturing companies cover only the exempted brands namely:
    • Alfred Dunhill
    • Cartier
    • Yves Saint Laurent (YSL)
    • Davidoff Parfums
    • ST Dupont
    • Hugo Boss/Boss.
• Please note that the HSA approval does not cover advertisements featuring corporate or brand endorsements without non-tobacco product mention; e.g company or brand sponsoring an event; congratulating a golfer for winning a major tournament; etc.
• Advertisers of such ads will still need to seek approval from HSA at least 7 working days before the intended publication date.
• List of cigarette brands on sale in the market:

References: Section 3(1) Smoking (Control of Ads & Sale of Tobacco) Act Cap 309.

Contact: Health Sciences Authority, Tobacco Regulation Unit Tel : 6866 3495
Website: www.hsa.gov.sg

Taking into consideration the self-regulating spirit and principle in advertising, our approach is to accept in good faith all claims made in advertisements. As per the Singapore Code of Advertising Practice (SCAP), the responsibility of observing the advertising codes rests primarily with the advertiser.

1. Qualitative Superlatives
   These superlatives are likely to be advertising puffs. They are subjective and are not easily measurable. As such, no substantiation is required.
   
   Examples of Qualitative Superlatives
   • Best package
   • Best quality
   • Best bargains
   • Best deals
   • Best choice
   • Best buy
   • Unbeatable prices
   • Most powerful
   • Most popular
   • Most reputable
   • Lowest prices
   • Fastest selling handphones
   • Largest range
   
2. Quantitative Superlatives
   These superlatives are measurable and specific and thus, the advertiser should be able to provide the relevant substantiation should there be challenges after publication.
   
   Examples of Quantitative Superlatives
   • Highest sales
   • Highest volume sold
   • Singapore’s No. 1 choice
   • The only provider in Singapore
   • XXX brand: The Best Seller
   • The Lowest Price for XXX brand
   • XXX brand item: The No. 1 Selling item

1. Advertisements containing comparisons should not violate the principles of fair competition
2. Where a comparison is made between the respective cash values or prices of goods which are not identical, the advertiser should clearly indicate that this is the case.
3. All comparative advertisements should be so designed that they are clear and fair, and there is no likelihood of the consumer being misled as a result of the comparison. The basis of comparison should be the same for the products being compared and the list of items used in the comparison should not be so chosen to provide an unfair advantage to the product advertised.

Reference: SCAP Section iii (9)

Local Currency

The Monetary Authority of Singapore (MAS) revised its guidelines on the reproduction of currency in advertisements with effect from 11 August 2006.

Generally, the guidelines have been relaxed. However, the principles to preserve the dignity of currency and to protect the public are maintained.

Essentially, no permit is required (including portrait and older series currency) if the reproduction of the currency adheres to the following:

• General Conditions
  • No distortion of the President or any national symbol.
  • Currency is not shown in a manner that is offensive or against public interest.
  • Reproduction on materials distinguishable from genuine coins, paper notes or polymer notes.

• Technical requirements
  • 150% larger or 60% smaller in size.
  • Depiction is done proportionately.If whole note is depicted "flat to camera", the text "SPECIMEN" is required (but shall not cover any part of the portrait). However, partial depiction of currency need not carry the text "SPECIMEN".
  • Cannot be duplex (i.e. nothing on the reverse to give impression it is a genuine note).

References: Monetary Authority of Singapore (MAS) Section 20 (1) Currency Act

Contact: MAS Currency Dept Coins Development & Services Unit Tel: 6349 4655, 63494660, 6349 4615
Fax: 6349 4700

Mail orders, direct response, exhibitions, trade promotions and on-line advertisements should state clearly the name and permanent address of the organiser.

References: SCAP Section iii (15.2), Appendix B (3.1)

Singapore National Flag

• The reproduction of the Singapore flag requires approval from the National Heritage Board before the advertisement can be published.
• Advertiser must seek the above approval and provide the permit along with the advertisement copy for vetting before publication.
• The flag must be displayed in a dignified fashion. No graphics or text should be superimposed onto the flag.

Contact: National Heritage Board Assistant Manager (Psychological Defence)
Tel : 6332 4495 Fax : 6332 3525
Website : http://www.nhb.gov.sg/

Merlion

• The reproduction of the Merlion requires approval from Singapore Tourism Board (STB) before the advertisement can be published.
• Advertiser must seek the above approval and provide the approval letter along with the advertisement copy for vetting before publication. For more information and updates, please visit www.visitsingapore.com

Contact: Singapore Tourism Board Tel: 6736 6622

1. Advertisements on food products do not require approval from the Agri-Food & Veterinary Authority (AVA), as they do not issue permits to advertise.
2. Advertisements for food products must not include claims which:
   • imply that a food has therapeutic or disease-prevention properties; or can prevent; alleviate or cure any disease or condition affecting the human body. E.g. "Effective in preventing or curing cancer"; "Lower the blood pressure" and "For longevity";
   • could be interpreted as advice of a medical nature from any person E.g. "Strongly recommended by doctors";
   • imply that a food which is intended for babies is equivalent or superior to the milk of a healthy mother;
   • imply a food can improve health; physical condition or performance. E.g. "A runner can run faster after consuming the food".
3. Examples of acceptable general / specific nutrient function claims:
   • General goodness
   • Nourishing for the body
   • Calcium helps build / to support development of strong bones and teeth.
   • Dietary fibre aids in digestive system.
   • Plant Sterols / stanols have shown to lower / reduces blood cholesterol.
   • Prebiotics promotes the growth of good Bifidus bacteria to help maintain a healthy digestive system.
   • Probiotics helps to maintain a healthy digestive system.
   • Protein helps in tissue building and growth.
   • Vitamin C enhances absorption of iron from non meat products.
   • DHA/AA is a building block in the development of brain and eyes (infant food only)
   • Folic acid helps support the overall development of the foetus (products for pregnant woman)
     
     More details of acceptable Nutrient Function Claims can be found in the following AVA website: http://www.ava.gov.sg/
4. Examples of unacceptable claims for food products:
   • Improve immunity
   • Strengthening of body organs
     * Pls note that the list is not exhaustive.
5. Advertisements on food and beverages that are primarily addressed to children in any media must meet the common nutrition criteria endorsed by the Health Promotion Board.
   
   Such advertisements shall be responsible in the manner in which the food and beverage products are portrayed.
   
   Should not encourage or promote unhealthy eating or drinking habits
   • Should not urge children to buy the food or beverage product
   • Should not encourage children to eat or drink a product only to take advantage of a promotional offer
6. Under the Ministry of Health (MOH) guidelines, with effect from 30 Dec 2022, advertisements that promote, directly or indirectly, on the sale of Nutri-Grade beverages graded "D", are prohibited across all media platforms (e.g. broadcast, print, out-of-home, on-ground, online):

• This would include, but not limited to:
  1. advertisements that feature Nutri-Grade beverages graded "D", whether alone or alongside other products
  2. advertisements that offer Nutri-Grade beverages graded "D" as free gifts
  3. advertisements that arise from sponsorship that feature Nutri-Grade beverages graded "D"
  4. catalogue that is used for the purposes of promoting product sales to consumers (e.g. distributed via mass mailers)

7. Advertisements that promote the sale of Nutri-Grade beverages graded “A”, “B” and “C” are allowed.
8. The Nutri-Grade mark (for Nutri-Grade beverages graded “A”, “B” and “C) may appear either as part of the image of the Nutri-Grade beverage or elsewhere on the advertisement with direct reference made to the Nutri-Grade beverage. The full Nutri-Grade mark must be visible and not partially blocked or obscured by other parts of the advertisement.

Contact: Health Promotion Board Policy and Strategy Division 3 Second Hospital Avenue, Level 5 Email: Nutri-Grade@hpb.gov.sg

Words such as “lucky” and “auspicious” are acceptable when used as adjectives to sell specific items. However, they should not be used in a manner that makes claims.

Examples of acceptable use:

• Lucky/auspicious numbers
• Lucky/auspicious prices
• Lucky/auspicious house

Words such as “prosperous” and “good fortune” are unacceptable as they connote and imply promising of wealth.

Geomancy / Palmistry / Fortune Telling / Feng Shui / Horoscope

1. The Media Development Authority (MDA) assists to advise on such advertisements promoting services.
2. Advertisements are acceptable, on the condition that:
   • No exaggerated claims are made, e.g. promising wealth and personal well-being
   • The public is not misled
   • No superstitious beliefs are encouraged
3. Acceptable examples:
   • Geomancy courses
   • Geomancy talks or seminars
   • Books on the subject of Geomancy
   • ISO congratulatory advertisements for a geomancy firm

1. All prices advertised should include GST.
2. Either the GST inclusive prices are shown or both before and after GST prices are displayed.
   • Examples of unacceptable claims:
     • Prices are exclusive of GST
     • Does not include GST
     • Without (w/o) GST
     • Subject to GST (Exception : Hotel services and restaurant advertisements)
   • Examples of acceptable claims:
     • We absorb GST
     • Prices include GST (Inclusive of GST)
     • With GST (w/GST)
     • No GST
     • If both GST inclusive and exclusive prices must be shown, the GST inclusive price must be prominently displayed (i.e. in font not smaller than the GST exclusive price)
3. If a company is GST-registered, but advertises a non-GST price, it must state specifically that it is absorbing GST.
4. If a non-GST registered company wishes to inform that GST is not payable, an acceptable claim would be ‘non-GST registered’.

Reference: SCAP Section iii (5.4) Goods and Services Tax (General) Regulations 65 (1)

Baldness, Hair loss, Hair growth

1. No advertisement should contain the following claims (unless approved by Health Sciences Authority)
   • Baldness can be prevented or its progress retarded
   • Hair loss or thinning of the hair can be arrested or reversed
   • Hair growth can be stimulated or improved
   • Hair roots can be fed or nourished
   • The hair itself can be strengthened or its health, as distinct from its appearance, improved
     
     Acceptable alternatives:
   • Hair care
   • Hair weaving sessions (when hair loss is mentioned)
   • Deals with hair loss (must mention hair weaving services)
   • Deals with hair problems
2. Advertisements should not promote the cure / treatment for hair loss. Such conditions can be aided only with hair weaving services.
3. Advertisements featuring comparison photographs must bear the caption ‘Before weaving’ and ‘After weaving’.
4. Advertisements promoting hair transplant services are not acceptable. This is a surgical procedure and can only be done by medical professionals.
5. Advertisements promoting drugs or medicine that can stimulate hair growth or combat hair loss must come with a permit from Health Sciences Authority.
6. Every advertisement of a product (except certain registered medicinal products) or service which purports to affect baldness, hair loss or hair growth shall contain the following disclaimer :
   
   “There is no scientific proof that any product (except certain registered medicinal products) or service can retard hair loss or promote hair growth.”
   Or
   “There is no conclusive scientific proof that any product (except certain registered medicinal products) or service can retard hair loss or promote hair growth.”
   
   This disclaimer should be placed horizontally with a font size of minimum 6 point for black text and 8 point for reverse white text. It may be waived for registered medicinal products which have been approved for the treatment of hair loss by the Health Sciences Authority.
   
   For testimonial advertisements that carry this disclaimer, the qualifier “Your results may vary” is not required.

Reference: SCAP Appendix I (1.1), Appendix I (1.2)

Massage Parlours

1. Text must include company’s name and business address. If a photograph is used, models featured should be decent looking and properly attired (no revealing clothes).
   
   Examples of unacceptable photographs:
   • Pictures of scantily clad women

A permit from HSA is not required for:

• Products already classified as health supplements (e.g. fish oil is a food, but classified as a health supplement)
• Evening Primrose
• Polycechirates
• Bioflavanoids
• DHA
• Glucosame

1. Products containing vitamins and minerals are classified as medicinal products, and require a permit from HSA.
2. Medicines (Advertisement and Sale) Act Prohibition of advertisement relating to certain diseases
   Subject to the provisions of this Act, no person shall take part in the publication of any advertisement referring to any article or articles of any description in terms which are calculated to lead to the use of that article or articles of that description as a medicine, appliance or remedy for the purpose of treatment of human beings for any of the diseases and conditions set out in the Schedule.
   
   Provided that this subsection shall not apply to any advertisement published by the Government or any public authority, or by the governing body of a public hospital or by any person authorised to publish the advertisement by the Minister.
   
   The Schedule (Diseases and Conditions) is listed below.
   

3. Prohibited claims for health supplements:
   • Strengthening immunity or the immune system
   • Relieving symptoms of cold or influenza, or any other diseases
   • Cure baldness or prevent hair loss
   • Strengthen the heart, kidney (including other organs and glands)
   • Treats rheumatism
   • Prevents or treats cancer
   • Enhances resistance to diseases or germs
   • Increase body’s production of T-cells
   • Treats diabetes (including other chronic diseases such as high blood pressure, migraine, etc)
   • Treats headaches, runny nose, red eye (symptoms of other diseases)
   • Relieves stress, reduce stress or treats stress
   • Lower Cholesterol
   • Anti-aging
4. Health supplements must not be advertised for any specific medicinal purpose i.e. treatment, prevention, or alleviation of symptoms, of any diseases or medical conditions.
5. Should the advertiser wish to include certain medical or health claims in their advertisements, approval must be sought from HSA. A permit may be issued and the permit number must be printed onto the published advertisement.
   
   Address:
   Advertisement Unit, Centre for Pharmaceutical Administration,
   Health Sciences Authority,
   11 Biopolis Way #11-03 Helios
   Singapore 138667
   Tel: 6866 3476
   Fax: 6478 9038
   
   Acceptable claims for health supplements:
   • Enhances good health and growth
   • Supplements nutrition
   • Nourishes the body
   • Strengthens the body (without reference to vital organs, e.g. the brain, heart, liver, lungs, stomach, kidney, reproductive organs, pancreas and other glands)
   • Relieves general tiredness and weakness
   • Helps in recovery to good health
   • Slimming purposes
   • Healthy look or improves complexion
   • Maintains youth, vitality, makes you feel energised
   • Aids indigestion, alleviates gas
   • Aids alertness of mind
   • Helps concentration
     

Contact: Health Sciences Authority (H S A) Medical Advertisements Unit Health Products Regulation Group Tel: 6866-3467 Fax: 6478- 9039 www.hsa.gov.sg email: hsa_health_supplements@hsa.gov.sg

1. Advertisements should not contain claims that give the impression that an investment or investment strategy is “safe”, “low-risk”, “risk-free”, “fool-proof”, “fail-proof”, or able to generate “quick”, “easy” or “high” profits with little or no risk.
2. Any form of return or performance related claim in any advertisement has to include the following disclaimer:
   
   “All forms of investments carry risks, including the risk of losing all of the invested amount. Such activities may not be suitable for everyone.”
3. For overseas investments, the following additional statement have to be included:
   • “This is an overseas investment. As overseas investments carry additional financial, regulatory and legal risks, investors are advised to do the necessary checks and research on the investment beforehand.”
   • If the overseas investment is pertaining to a property which is still being developed, then the development or building approval numbers and the identity of the relevant authorities or agency who issued the permit or approval should be stated.
4. Any testimonials and endorsements used in an advertisement must be representative of the average consumer.
5. When an advertisement on investment or investment strategy quotes past experience in support of a forecast or projected growth rate, it should include the following disclaimer:
   
   “Past performance is not necessarily indicative of future performance (even if the same strategies are adopted).”

Reference: SCAP Appendix J

1. Advertisements for the SPH Malay newspapers are generally more conservative compared to the rest of the SPH newspapers. As such, advertisements should not be offensive to the community nor violate the rules of Islam.
2. The following types of advertisements are therefore not acceptable:
   • Alcohol, Lounges, Nightclubs and KTV’s
     • Advertisements promoting above activities.
     • Advertisements showing beer, wine, bar counters or consumption of alcohol as Islam prohibits the drinking of alcohol.
     • Scenes of nightclubs, KTV’s and lounges even if the contents of the advertisement are not promoting the above businesses.
     • Recruitment advertisements involving the recruitment of waitresses for the above businesses.
   • Food and Restaurant Advertisements
     • Advertisements of restaurants or food in SPH Malay newspapers should be ‘Halal’, i.e. prepared according to Islamic requirements.
     • If the owner of the restaurant or eating establishment is a Muslim, the owner need not apply for a ‘Halal’ certificate from MUIS (Majlis Ugama Islam Singapura or the Islamic Religious Council of Singapore).
     • However, for all eating establishments owned by non-Muslims, ‘Halal’ certification is a must if they want to pass of their food as being ‘Halal’. It is not enough to say that their food is free of pork or lard. Therefore, such eating establishments must show proof of ‘Halal’ certification from MUIS before they can publish their advertisements in Berita Harian and Berita Minggu.
   • Fashion Advertisements and Naked Visuals
     • Such advertisements should not depict scantily clad women.
     • All advertisements containing provocative or revealing visuals of women will be reviewed on a case-by case basis.
   • Religion
     • Advertisements in SPH Malay newspapers promoting products, services or seminars of any religion other than Islam are not acceptable and would be deemed offensive to the Malay community.

Under the Regulation 21 of the Health Products (Medical Devices) Regulations 2010, the advertisement of professional-use only medical devices to the general public is not allowed.

Medical doctors, clinics and hospitals may advertise subject to the following conditions:

References to the healthcare establishments and professionals should refer only to those registered in Singapore, and should not contravene the relevant Singapore Medical Association’s ethical code.

• Publicity by the licensee of the Healthcare Institutions (HCIs) licensed under the Private Hospitals & Medical Clinics Act must not provide information to the public in such a manner as to amount to soliciting or encouraging the use of the services provided. Such publicity are required to comply with the PHMC (Publicity) Regulations.
  
  Private Hospitals & Medical Clinics Act and (PHMC) Publicity Regulations (extracts)
  
  Licensee of a healthcare institution (medical clinic, Hospital, nursing home, laboratory service, etc) shall ensure that any publicity of the services provided complies with the following requirements:
  • Information to the public must be factually accurate and capable of being substantiated and must not be exaggerated, false, misleading or deceptive.
  • Publicity must not contain any information (comparative or otherwise), that may imply that the healthcare institution can provide treatment not achievable by others in the industry or create an unjustified expectation from the treatment provided.
  • Publicity must not contain any laudatory statements (including the statements of prominence or uniqueness) or superlatives to describe the services of the healthcare institution. e.g. State-of-the-art technology, “best”, “only”, “first”, claim on output/volume or speed of service (e.g "served more than 100,000 patients", “Botox in 5 minutes”, “accurate diagnosis for the first time”, etc)
  • Publicity shall not contain “Before and After” or only “After” treatment photos, testimonials on the healthcare institution’s services, staff or endorsement by celebrity/media figures, number of success stories etc , as such information may “create an unjustified expectation from the treatment provided”.
  • Publicity shall not feature links to third party website/advertising platform (e.g. newspaper, forums, blogs etc) containing other person's testimonial or endorsement about the HCI services. Such testimonials/endorsements would be deemed the same as HCI publicizing testimonials/endorsements directly in its publicity.
  • Publicity should not include promotional pricing e.g. lowest prices, promotion/”seasonal” packages, discounts, interest free instalments, complimentary services, giving away of promotional coupons for treatments during trade events, etc.
  • Publicity should not be deemed as “ostentatious” e.g. include the photo of a person performing a procedure/administering a treatment, photo of a healthcare practitioner exceeding “passport” size, etc.
• Where a non-medical professional advertises, and the words or visuals used might confuse the reader, a footnote with the words “Not a medical doctor” should be included.
• Education events are not considered Patients Care services and should not be co-located in Medical Clinics and Patient Care Areas in the Hospitals.
  

For more details on the Explanatory Guidance To The Private Hospitals And Medical Clinics (PHMC) (Publicity) Regulations, pls refer to https://elis.moh.gov.sg/elis/publishInfo.do?task=download&pkId=175

Reference: Ministry of Health PRIVATE Hospitals and Medical Clinics Act (Chaper 248) (Regulatory Compliance & Enforcement Division, Ministry of Health Explanatory Guidance to the PHMC (Publicity) Regulations 9 June 2014 ), SCAP Appendix F (4.9)

Disease Awareness Campaigns (DACs)

A Disease Awareness Campaign is defined as information presented in a manner to educate and inform consumers on one or more types of diseases or medical conditions or treatments of such, for the purpose of raising public awareness and knowledge of such diseases, conditions or treatments.

Guidance on Disease Awareness Campaigns (DACs) – Extracts

DACs should not be constructed as indirect advertisements of Prescription Only Medicine (POM). Publication of a POM advertisement, whether directly or indirectly, in the form of a DAC, is an infringement of the law, and the person and publisher, who are found guilty, may be subjected to the punitive measures as prescribed in the law.

TABLE OF COMPARISON OF A BONA FIDE DISEASE AWARENESS CAMPAIGN (DAC) VS AN INDIRECT ADVERTISEMENT OF A PRESCRIPTION ONLY MEDICINE (POM)
The following table provides some distinguishing characteristics of a bone fide DAC from one that is intended to promote a medicinal product. The following information is not exhaustive and the industry is encouraged to exercise further discretion in their review process.

Reference: Health Sciences Authority Website: www.hsa.gov.sg

1. The use of naked models in varying degrees of nakedness is subject to approval on a case-by-case basis.
2. Generally, a conservative approach is adopted towards all nude visuals.
3. Naked models are not acceptable in SPH Malay newspapers.

Fragrances and Cosmetics

The following guidelines apply to advertisements placed by parallel importers of branded fragrances and cosmetics (ie these advertisements are not from the principals/ authorized dealers/agents):

• Advertisements must not feature product or product pack shots.
• Copyright logo/ typeface of products cannot be used.
• Silhouette shots of products or product packs are acceptable.

Local politicians / personalities

• The depiction in advertisements and sales promotions of the President and members of his family is prohibited.

When an advertisement features Ministers and/or their spouses, clearance from the respective Ministry is required. A copy of the relevant document is to be given to the Copy Vetting Team for reference.

Reference: SCAP Section iii (13.2)

Overseas properties

• In the case of overseas properties (commercial and residential), if the property is still being developed, the development or building permit or building approval numbers and the identity of the relevant authorities or agency who issue the permit or approval should be stated in the advertisement. This is to ensure that the property is valid.
• Under the Council for Estate Agents's (CEA) guidelines, foreign real estate agencies would have to be either licensed in Singapore or have a tie-up with local registered agents to sell foreign properties. However, developers selling their own property do not come under this guidelines.
• The disclaimer “This is an overseas investment. As overseas investments carry additional financial, regulatory and legal risks, investors are advised to do the necessary checks and research on the investment beforehand” should be clearly stated in the advertisement.

Local properties

• Advertisements for local properties that involve agents shall include the following:
  • Agent/s must use the names that are registered with CEA
  • Agent/s must use the contact Numbers that are registered with CEA
  • Agent/s must include CEA Reg No.
  • Agent/s must include Estate Agents Name
  • Agent/s must include Estate Agents Licence No.

Sale of Land

• Land title reference number should be displayed in the advertisement copy.

Reference: Council for Estate Agents www.cea.gov.sg

While overtly promoting a religion through advertisements is not allowed, advertisements notifying the public of a seminar, conference or event of a religion is permissible if they comply to the following terms:

• Only the facts of the event may be stated : Venue, Speaker’s Name, Organiser, Date, Time
• No religious or exaggerated claims should accompany such advertisements
• No quotations are allowed from the religious texts
• It is not the activity of a cult i.e. non-mainstream religions
• Should not criticise or offend other religions

• Clearance from the SPH Information Resource Centre (IRC) is needed if an advertisement features a quote or photograph from an article in any of the SPH publications.
• SPH charges a fee for the reproduction of any of its articles, pictures or graphics in an advertisement.
  • For reproduction of SPH articles in SPH publications, the fee is normally waived.
  • For reproduction of SPH articles in non-SPH publications, a fee would be charged.

Contact: SPH Information Resource Center Tel: 6319 5583 or 6319 5298

• Testimonials from individuals (except famous celebrities) featured in an advertisement must be verified with a signed letter from the individual with his/her NRIC number indicated in the letter.
• All testimonial advertisements should include a qualifier “Your results may vary”. This and other relevant qualifiers should be prominently displayed horizontally within the picture of the testimonials. Font size between 10 and 12 point.
• Except as provided Clause 3.5 of the SCAP, no advertisement shall use any testimonial to support a claim (whether generally or by any individual) that would be prohibited or unacceptable under any provision or Appendix of this Code. ASAS may, on a case-by-case basis, permit such testimonials to be used, if ASAS is satisfied, in its sole discretion, that such use would not be unfair or misleading. As a condition to permitting such testimonials to be used, ASAS may also require revisions to the advertisement to include such disclaimers and qualifications as ASAS deems fit.
• References to doctors, dentists, nurses and the like contained in any advertisement should refer only to those registered in Singapore unless it is made clear that the person referred to is not registered, and are acceptable only when the relevant Professional Body confirms in writing that such reference does not contravene its ethical code.

Reference: SCAP Section iii (3.5) Section IV (Appendix F 4.6)

• All travel agencies registered in Singapore are to include their Travel Agency Numbers (TA) in advertisements. For more information and updates, please visit www.visitsingapore.com
• Transparent publication of all pricing is mandatory. Prices for air fares and travel packages should have a clear indication of the actual prices including associated taxes or surcharges.

Under the current guidelines for travel/airlines ads; all taxes and surcharges should be stated - either as a flat rate - e.g $XX; or in a range - e.g $XX to $ YY.

Example 1:
Airfare - $700 * * Price includes air ticket ($500); all airport taxes ($60); fuel surcharges ($80) and fees ($60).

Or

Example 2:
Airfare - $500* * Price does not include airport taxes and fuel surcharges (between $100 and $300).

Contact: Singapore Tourism Board Tel: 6736 6622

1. With effect from 1 January 2018; all advertisements for new car; taxi and newly imported used car for sale locally shall include the following information:
   • The fuel consumption (in litres/100km) or electric energy consumption (in kWh/100km); or both for the combined driving cycle of the motor vehicle; and
   • VES banding (i.e. A1; A2; B; C1; C2) of the motor vehicle.
2. For new light goods vehicles with a maximum laden weight of less than 3; 500 kg; the information to be include remain the same as follow:
   • The fuel consumption (in litres/100km) or electric energy consumption (in kWh/100km); or both for the combined driving cycle of the motor vehicle; and
   • The carbon dioxide emissions (g/km).

Contact: Land Transport Authority Tel: 6553 5444

(A) Business Opportunities

• Advertisements should indicate the nature of business or/and products for sale.

(B) Catering

• Food caterers must hold a catering licence as required under Section 32(1) of the Environmental Public Health Act, 2002. Unlicensed food caterer may be fined.
• Catering licence number and company’s name should be included in the advertisement.

Reference: National Environment Agency Tel: 6732-7733

(C) Domestic Help Available/ Domestic Help Wanted

• Companies supplying domestic maids (local/ foreign) must have employment agency licence from Ministry of Manpower (MOM).
• Text should include company’s name and licence number.
• MOM has advised that advertisements by employment agencies should accord foreign workers basic respect and human dignity. Text that refer to foreign workers as if they were commodities may give rise to resentment and misunderstanding.
• The religion of the maid is not to be mentioned. E.g. Christian Maid/ Muslim Maid
• Other unacceptable phrases:
  • Two for the price of one - suggest ‘50% disc. on agency/commission fee’
  • Obedient / Disciplined Filipino - suggest ‘undergone training’
  • Best Quality - suggest ‘undergone training’ • Guaranteed Good - suggest ‘undergone training’
  • Indonesian Chinese - suggest ‘Chinese-speaking’
  • Personally screened - suggest ‘personally interviewed by agency’
  • Fresh & transfer maids - suggest ‘Undergone training with/without Singapore experience’

Reference: Ministry Of Manpower Tel: 6534 1511

(D) Electrical

• Advertiser must have valid electrical licence from Energy Market Authority (previously known as PUB).
• Advertisement copy should include licence number, its expiry date and business address.

Reference: Energy Market Authority Tel: 6835-8041

(E) Health Centres / SPAs

• Submit a copy of the massage establishment (ME) licence before the ad is published
• Text must include ME licence; registered name of the establishment and business address
• For TCM/ Tui Na; submit a copy of Practising Certificate for TCM
• For physiotherapist / Occupational therapists; submit a copy of Singapore Physiotherapy / Occupational therapists association cert

(F) Internet Website, Portal or Email Address

• All internet websites or portal are under ‘Internet Websites’ Classification
• All advertisements with internet website address, portal or email address must not have text indicating any of the following:
  • Free Classified
  • Listings
  • Best/Largest/Most/Comprehensive/Updated - no superlatives

(G) Loans

• Advertisements seeking loan or financial assistance are not acceptable.
• Such ads are only acceptable from established finance companies/insitutions such as banks.
• The word ‘loan’ in certain classification is acceptable if it is part of the value-added service as in a business package. E.g.:
  • “Honda Civic …. loan arrangeable”
  • “Reliable Home renovation ….. loan available”

(H) Marriage Bureaus/ Match-Making

Companies who want to place the above advertisements must meet the terms and conditions as stated:

• Advertiser must be a registered ROC company.
• Can advertise in all SPH newspapers except Thumbs Up and Friday Weekly.
• The company name must appear in the advertisement copy.

(I) Plumbing

• Advertiser must have a valid plumbing licence from Energy Market Authority (previously known as PUB). The advertiser has the option to insert the licence number in the advertisement copy.

Contact: Water Service Plumbing, Ms Yati (6731-3357) or Mr Rajendram ( 6731-3859)

(J) Property

• Property advertisement should not carry text with recruitment of agents, employment, seminars or workshops implications. E.g. For property image advertisements, the advertisements should not have text suggesting any recruitment elements, such as "for the best mentor look for me" , "be like me and succeed", " join me ..", "come to our career talk on, .", "double your income"…
• Property advertisements indicated in (a) placed in ‘Property’ Classification will be considered as Out Of Classification. Alternatively, such advertisement can be placed under ‘Business Opportunities’ Classification.
• Any property website portals will be classified as Out of Classification.

(K) Vehicle

Vehicle advertisements with more than one brand/make must be placed under Class 349 (Other Makes For Sale). For example, an advertisement placed under class 344 (Toyota for Sale) must not contain Honda or any other makes/brands (graphics, photos and text included). Note: The “more than 50% of the same make” in that classification is no longer applicable.

(L) Classified Jobs And Executive Appointment

• Employment advertisements should have job requisites or job description for each job position listed except for career and recruitment branding advertisements. This will enable readers to see whether they would fit the position advertised. E.g.:
  • Acceptable:
    Accountant - $4,000
    5 year accounting experience
    Work in MNC
    A chartered accountant
    
  • Unacceptable:
    Accountant - $2,000
    Engineer -$3,000
    Marketing Manager - $4,000
• For recruitment portal advertisement, copy subject to approval. Minimum size requirement and additional premium may apply.
• Employment advertisements must comply with the guidelines set by Ministry Of Manpower.
• In the “Tripartite Guidelines on Non-Discriminatory Job Advertisements“, all employment advertisements should refrain from using nationality, race, religion, marital status, age or gender as job criteria.
• Discriminatory job advertisements are those stating specifications of nationality, race, religion, gender, age and/or marital status, which are of no relevance to a job.
• Job advertisements should not contain specifications as stated above.
  • Race / Language
    • Text cannot mention preference for a certain race, e.g. ‘Chinese preferred’ or ‘Chinese Secretary’. Examples of acceptable text:
      • Must liaise closely with Malay-speaking clients.
      • Duties include explaining products to potential customers in Mandarin and dialects.
      • Video shops specialising in Tamil movies require Sales Assistant.
    • Text cannot mention preference for a language without any supporting justifications. Acceptable examples:
      • Chinese language teacher for pre-school centre, must be fluent in Mandarin.
      • Translator for a leading Malay Magazine, proficiency in Malay is a must.
      • Bilingual Sales Representative required to sell Malay Educational Programmes.
  • Religion
    Text cannot mention preference for applicants of certain religion, e.g. ‘Muslims only‘ or ‘Christians only’. Examples of acceptable text:
    • Muslim restaurant needs a cook.
    • Candidates required to slaughter chickens according to Muslim rites.
    • Christian bookshop requires Shop Assistant.
    • Handling of pork is necessary.
    • Need to entertain clients in pubs and lounges regularly.
  • Marital Status
    Text cannot mention preference for applicants who are single or married. No alternative suggestions.
  • Nationality
    Words or phrases that exclude Singaporeans, or indicate preference for non-Singaporeans should not be used. Examples of unacceptable text include:
    • Employment Pass (EP) / S Pass / Work Permit (WP) / Dependant's Pass (DP) / Long Term Visits Pass Holders
    • Permanent Residents (PRs)
  • Age
    • Text cannot mention age preference, e.g. ‘Age between 30 and 40 years’, or ‘Candidates below 35 preferred.‘
      Examples of acceptable text:
      • 2 or 3 years of working experience.
      • Physical work required.
      • Selected candidates required to handle heavy equipment.
      • Candidates must be able to interact with teenagers and young adults.
      • Confident in demonstrating dance routine to the young.
    • Unacceptable examples:
      • Young
      • Youthful working environment
      • Fresh graduates
        Text mentioning Age Above 21 is acceptable.
  • Gender
    The use of gender-specific designation in job advertisements is not acceptable. The words “Male” or “Female” are not allowed in recruitment advertisements.
    
    For Waiter, Steward, etc. – need to state both Waiters/Waitresses, Steward/ Stewardess, etc.
    
    Text cannot mention preference for male or female applicants, e.g. ‘Female sales exec’ or ‘Male Despatch Rider wanted’.
    
    Examples of acceptable text:
    • Selected candidates required to handle heavy equipment.
    • Women’s fashion boutique needs sales staff.
    • Job requires modelling of ladies clothes.
    • Physical work required.
    • Required to work long hours.
• All employment agencies/ companies supplying manpower (local/ foreign) must have employment agency licence from Ministry of Manpower. The advertisement copy should include company’s name and licence number.
  

Reference: Ministry Of Manpower OneCall Centre: 6438 5122

All advertisements are categorised into four main categories and charged the applicable advertisement rates.

1. Display
   Generally, these are advertisements placed by organisations to market/sell their products and services. All display advertisements appear in run of page of the newspapers and they are charged at display rate.
2. Notices
   Notices are display styled advertisements to notify and forewarn the public at large about changes in corporate structure/operations or implementations in public regulations, policies, schemes, constitution of government organisations, disruption to public services, etc. Such advertisements placed in Notices Section are categorised as notices and Notice rates will apply. When placed out of the Notices Section, the out-of notices rates will apply.
3. Recruitment
   Recruitment advertisements comprise elements relating to Executive Appointments and Classified Jobs. Appointment advertisements generally refer to the aggregation of display job advertisements for the purpose of recruitment and retention of talent. This will also include advertisements featuring career fairs/seminars, employer/career branding, offer of scholarships, etc
4. Classified
   Classified advertisements are generally advertisements that appear in the newspapers under a certain classification heading. There are 3 types of Classified advertisements – run-on, semi-display and display advertisements. Classified display advertisements appear in various sizes grouped under different categories such as personal, business, vehicles, properties, travel and announcements. Run-ons and semi-display advertisements are system-set text advertisements placed within a single column widen under a classification.

Examples of Notices Advertisements

These include compliance advertisements that are placed under stipulated rules and regulations. such as:

1. Statutory Notices and By-law Regulations published pursuant to the Statutes of the Republic of Singapore
   • Bankruptcy Act, Companies Act, Liquor Licence, Loss of important documents ,etc.
2. Legal Implications
   • Legal suits, public apology, warning notice on infringement of copyrights, trademarks, fraud, etc.
3. Corporate Announcements
   • Compliance advertisements in accordance with stipulated regulatory guidelines, e.g.
     • Stock Exchange requirements e.g IPO announcements (include pre and post launch; congratulatory and thank you ads); delisting of companies; etc.
     • Ads relating to identity changes for both public and private bodies
       • Proposed corporate restructuring
       • Mergers & acquisitions
   • Ad hoc public announcements by public or private bodies related to new functions or operational matters
     • Change of corporate name and/or logo
     • Change of address and operational hours
   • Annual Financial Reports
4. Tenders/Auctions
   Advertisements on tenders and auctions pursuant to law
   • Receivership sales
   • Tenders, En-bloc /collective sales
5. Disruption of public services/amenities
   • Road closures/aversions
   • Temporary closure of public places, etc
6. Government Announcements
   Dissemination of information to the public
   • Advertisements relating to all government schemes with the intention to educate the public on regulations and programs
     • CPF changes
     • Public Transport fare structures
     • New medical schemes
     • IRAS new filing scheme, etc
   • Advertisements related to enforcement or regulatory requirements which can be linked to new laws and penalties e.g.
     • Introduction of new laws on smoking ban, drink-driving ,etc
7. Public Services/Utilities Announcements
   • Announcements on services, utilities, transportation
     • Change in rates of public transportation
     • Change in rates of water, gas, electricity etc.
8. Others
   • Corrigendum notices
   • Clarification notices,
   • Exhumation notices, etc.

(Please note that the list of examples given is not exhaustive)

Examples of Recruitment Advertisements:

Advertisements which promote career opportunities within an organisation and changes to key manpower resources will be considered as recruitment advertisements (even if they do not specify positions or appointment). Examples include:

• Career fair advertisements placed by any organisation
• Image building advertisements which carry subtle recruitment messages
  • Career/Industry branding
  • Employer branding
• Advertisements encouraging candidates to apply for monetary incentives such as scholarships, bursaries, traineeship and grants
• Key Manpower Changes
  Announcements on the appointments and changes of key management staff e.g. CEO, General Manager, etc.
• Other advertisements categorised as recruitment ads
  • Recruitment of volunteers ,e.g. social workers, participants for medical research
  • Job application acknowledgements and thank you acknowledgement to applicants

(Please note that the list of examples given is not exhaustive)