Regulations for Use of Children’s Images in Advertising

Mr Alex Yam Ziming asked the Minister for Communications and Information with regard to a recent advertisement banner that utilised inappropriate child imagery (a) what are the regulations relating to the use of children's images in advertising, including situations where images may be artificially generated; (b) whether the Ministry is aware if the Advertising Standards Authority of Singapore collaborates with various organisations to ensure consistent enforcement of advertising regulations across all platforms; and (c) whether the Ministry will review the advertising approval processes to prevent future occurrences.

Commercial advertising in Singapore is regulated by the Advertising Standards Authority of Singapore (ASAS) through the Singapore Code of Advertising Practice (SCAP). SCAP applies to all advertisements for any goods and services appearing in any form or any media. It stipulates that all advertisements should be legal, decent, honest and truthful.

SCAP also stipulates that "special care should be taken in marketing communication directed towards or depicting children and young people". This includes ensuring that the content does not contain any statement or visual presentation that might have the effect of harming children mentally, morally or physically.

Advertisements are not required to be approved by ASAS before they are published. ASAS adopts a complaints-based approach in reviewing potential advertising breaches when reported to them. ASAS promotes ethical advertising through the SCAP and can inform advertisers to amend or withdraw advertisements that are deemed to have breached the SCAP. ASAS also periodically reviews the SCAP to ensure it continues to address key issues in the evolving advertising landscape. These reviews are made in consultation with relevant Government agencies, such as the Infocomm Media Development Authority, Monetary Authority of Singapore, Health Sciences Authority, Singapore Food Agency, Gambling Regulatory Authority as well as the advertising industry. ASAS is conducting such a review currently.