Safe sex can't be fun

Singapore - The Advertising Standards Authority of Singapore (ASAS) has recently updated its Singapore Code of Advertising Practice to include, among others, new guidelines on condom advertisements prohibiting ads focusing on the pleasure-enhancing aspect of the product.

ASAS stated condom ads should "focus on the protective function" and added the work should be made in good taste, and not promote promiscuity or include "superlative" claims. Had the new restrictions been in place last September then the much-talked about Durex 'Play' campaign, developed by Ogilvy Redcard, would have violated these new restrictions. The eye-catching campaign featured several of the brand's products made up to look like a couple having sex in various creative positions. The campaign aimed to position Durex as an enhancement to sexual pleasure.

Commenting on the new guidelines, Ogilvy Redcard ECD, Paul Anderson said "Advertising guidelines are like tax and death, there is no way to avoid them; and they exist for valid reasons." "The latest advertising guidelines for condom advertising does indeed pose a new set of challenges for the creatives creating work for this category but overcoming challenges, working within constraints are also very much part and parcel of a creative's career," he said.

He added, "It is important guidelines reflect the actual climate of the society, and not merely set in place so that the issue is ‘addressed'. The context of the matter should also be taken into consideration. In this case for example, perhaps a more definitive guideline at where the ad is running - in an appropriate publication such as FHM versus a poster near a school".

Among the other new guidelines ASAS has introduced include regulations on ads for money-lending, and matchmaking services.