Last month, the United Kingdom's ("UK") competition watchdog released its latest guidelines for social media influencers.
The guidelines elucidate the application of existing consumer protection laws and industry rules on advertising to the sphere of social media influencers ("Influencers"). In January 2018, the Advertising Standards Authority of Singapore ("ASAS"), concluded a public consultation seeking post-implementation feedback on Singapore's equivalent, the Guidelines for Interactive Marketing Communication & Social Media ("Singapore Guidelines"). In particular, it sought feedback on areas where the Singapore Guidelines can be fine-tuned, and the areas that ASAS should consider including in an update of the same. The ASAS has yet to publish its response to the feedback received. In light of the UK's recent efforts to fortify consumer protections in the context of social media marketing, how do the existing Singapore Guidelines hold up against their UK counterpart? And what can we do to improve the Singapore Guidelines?
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This article is produced by our Singapore office, Bird & Bird ATMD LLP, and does not constitute legal advice. It is intended to provide general information only. Please contact our lawyers if you have any specific queries.