MOM cracks down on insensitive advertising of maids

The Ministry of Manpower (MOM) has warned maid agencies to keep away from “insensitive advertising and inappropriate display of foreign domestic workers (FDWs).”In a letter sent out by MOM’s deputy commissioner for employment agencies, Penny Elaine Yapp said that some of the advertisements of domestic help services indicate “very low agency fees” to attract prospective employers.“However, these advertisements which emphasise cheap fees, promotional rates, and/or discounts inadvertently give the impression that the FDWs are being marketed as merchandise. Employment agencies should ensure that all advertising collaterals accord FDWs basic respect and human dignity,” read the letter posted on the CNA website.Yapp also urges the employment agencies to refrain from making mentions of fees or replacement when the performance is not found to be satisfactory. MOM was unable to respond to Marketing’s queries at the time of writing.Upon visiting several sites, Marketing found that several sites list these domestic workers in a catalogue form. Domestic help site Ok Maid Agency, which on its site claimed to be Singapore’s number one rated maid services, showed that maids are listed on the site with a code, followed by name, age, location, agency fee and salary. On its social media site, the domestic helpers were actively promoted starting with their family status, age and religious preference and followed by personality traits.However, not all sites marketed this way. Another site, Frondosa City Employment Agency was much more subtle with their approach and domestic helpers “resumes” were not listed on the website. Video interviews of several of the maids however were aired on the website.“I think that the marketing of domestic help needs to exhibit more of the value and quality of the worker. There is a great opportunity for marketers and agencies to differentiate the workers they represent by offering more than cut-price, low-quality contracts,” Daniel Yap, head of creative communications, Right Hook Communications said.Yap added that those who don't differentiate will have to fight the price war and watch as the business model crumble when the government puts in place stricter laws for labour rights.“Pay more for quality and consistency and remember that you are not buying a commodity, but hiring an employee that you must manage and take responsibility for. Brush up on your management skills and remember that being in charge is a burden, not a right you buy with money,” said Yap.Mylinh Cheung, managing director of Epic PR added that such an issue is not exclusive to Singapore, Hong Kong too has a similar challenge. (Read also: Hong Leong Bank slammed for racial stereotyping)“It is heart warming to see MOM taking action to regulate how one treats domestic workers. It says much for your business values, ethic and personal principles and the public will generally see right through the fish bowl if such marketing of domestic helpers in a downtrodden manner were to continue.”