The Advertising Standards Authority of Singapore (ASAS) has reported a significant increase in consumer feedback regarding telecommunications advertisements in 2024. The advisory council, part of the Consumers Association of Singapore (CASE), received 53 complaints about telco ads, marking a threefold rise from the previous year. This surge contributed to a 39% increase in overall advertisement feedback, totalling 432 pieces in 2024, up from 309 in 2023.
Telecommunications ads were the most complained-about, surpassing other industries such as food and beverages, restaurants, electrical and electronics, and entertainment. The complaints primarily focused on mobile plans, subscription television, and broadband services, with both traditional and virtual operators implicated. A particular telco’s brand campaign drew significant criticism for a social media video featuring a mother not admonishing her child for watching a racy scene. Although ASAS found no breach of the Singapore Code of Advertising Practice (SCAP), it advised the telco to consider the feedback and ensure such content is not accessible to children.
ASAS also noted an increase in feedback regarding potentially misleading claims, particularly around promotions and service offerings. Concerns included unclear terms for sign-up promotions and the actual availability of advertised broadband speeds.
Bryan Tan, Chairman of ASAS, emphasised the importance of ethical advertising practices, stating, “ASAS will engage the telco industry and its stakeholders to promote ethical advertising practices, encourage greater transparency to consumers and foster a trusted, level playing field among businesses.”
ASAS continues to encourage consumers to report misleading advertisements and remains committed to upholding community standards in the advertising industry.
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