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The Advertising Standards Authority of Singapore (ASAS) is seeking to establish a closer relationship with regulators and media companies.
It also wants to provide consultations before ads are pushed out, said the body in a press briefing on its future directions on Thursday.
ASAS, which was established to promote a high standard of ethics in advertising, now acts on a reactive basis and only looks into advertisements when complaints are filed.Its latest announcement comes after a recent debacle where the body announced the suspension of a controversial Abercrombie & Fitch (A&F) advertisement but did not have the legal means to enforce the suspension.
The ad, which features a topless man with jeans hung low on his hips, was later found to have been given the green light by the Building Construction Authority (BCA).
ASAS chairman Tan Sze Wee said that the ad was deemed objectionable by a panel of 23 members because of model’s jeans was too low to be considered proper and the image was too large. It was also sending across the wrong message, he added.
While the apparel retailer uses similar advertisements in its U.S.stores, “A&F is a new player in Singapore. ... They have to understand the local context," said Tan.
He added that they consulted with local media owner, Singapore Press Holdings, which said such advertisements would be airbrushed to bring the man's jeans higher.
Moving ahead, Tan said creative agencies tasked with creating eye-catching ads can consult ASAS. It is currently working out the standard operating procedures for this.
The body is also seeking to establish relations with BCA and the Land Transport Authority, which regulates advertisements on bus facades and bus-stop shelters, to ensure ads are of the same high standards.
"ASIS is set and committed to work even closer with these agencies to facilitate compliance with the Code (Singapore Code of Advertising Practice)," said Tan.
The standards body received 396 complaints on questionable ads this year and issued five suspensions.
ASAS, as a self-regulatory legislation, cannot impose punishment but in extreme cases, it can ride on existing government legislation such at the Consumer Protection (Fair Trading) Act, the Broadcasting Act and the Medicines Act (if applicable). It has done so in the past.
Separately, advertisements that do not comply with the Singapore Code of Advertising Practice will also be dealt with by relevant authorities.
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