Wild no more: ASAS to vet ads pre-launch

In the aftermath of recent ad campaigns raising a stink with locals, the Advertising Standards Authority of Singapore (ASAS) is looking to vet potentially objectionable ads before they run.Previously, it operated by reviewing ads from complaints and feedback from the public. However, it now hopes to vet potentially offensive ads before they launch by working with the respective authorities involved, as well as with agencies, said Tan Sze Wee (pictured), chairman, ASAS at a media briefing.Plans are still in the works as to how it will do this, he added.While the ASAS has no legal authority to pull down ads, it will work with all governmental agencies such as the Media Development Authority, the Infocomm Development Authority and more recently, the Building Construction Authority (which it had to work with to have the Abercrombie & Fitch ad taken down) and Land Transport Authority.It would also work with the respective agencies regarding an ad coming under its area of control. For instance, in the example of the A&F ad, the BCA; or for an offending digital marketing or social media marketing campaign, the IDA would be reached, though Tan conceded that an overseas website would be out of its control. For ad campaigns on bus shelters and lamp posts, it would contact the LTA. An objectionable ad would then be dealt by the corresponding authorities.With the recent furore over the A&F and London Weight Management ads, there have been questions raised as to the role the ASAS plays in censuring the advertising market.At a press conference yesterday, Tan said that ASAS' stand is a "pro-business and pro-consumer" one and that it works on a system of "guidance and voluntary compliance" instead of one based on punitive measures.The ASAS is a self-regulated industry body under the Consumers Association of Singapore (CASE), and works under the Singapore Code of Advertising Practice.  The code was last revised in 2008.