positive and negative impacts of advertisements

example 3:

Responding to a rising number of complaints, the Advertising Standards Authority of Singapore (Asas) has moved to crack down on misleading ads.

Such ads must now carry clear disclaimers, unless the products advertised are scientifically proven to work.

The ads must also not use testimonials by any individual or group about the effectiveness of products unless special permission is given by the advertising body.

Consumers Association of Singapore (Case) executive director Seah Seng Choon told The Straits Times: 'We want the beauty industry to enhance its standard of disclosure and not mislead customers with unsubstantiated claims, for advertisers to state the facts, and for consumers to decide, based on facts and not hearsay.'
Complaints by buyers who felt duped by such health and beauty ads totalled 330 last year. This year, Case had received the same number of complaints by August.
Under the Singapore Code of Advertising Practice, which governs advertising here, ads must be honest, legal and truthful.

Said Dr Ang Peng Hwa, legal adviser to the Advertising Standards Authority of Singapore (Asas): 'The companies have been trying to bypass this with testimonials, even when the results on these users could merely be a placebo effect.'

While there are no fines for flouting the rules, any offending advertisements will be removed by Asas, the self-regulatory body of the advertising industry.
It has informed media companies of the new clauses and will work with them to have offending ads removed.
Those running ads in existing campaigns have until Jan 1 to comply.

However, errant advertisers can still be taken to task under the Consumer Protection (Fair Trading) Act by customers who can take their complaints to the Small Claims Tribunal or Case.

The advertising authority may, on a case-by-case basis, permit testimonials to be used if they are not unfair or misleading.
Several advertisers contacted last night declined to comment on the new rules.
Both Case and Asas said consumers should consult their doctors before they sign on a programme.
They should insist that claims are backed by research and fine print in contracts does not absolve salons if treatment fails.