Singapore’s advertisement and marketing industry is experiencing pivotal regulatory updates that are reshaping how businesses engage with consumers and promote their brands. These changes come amid increasing demands for transparency, accuracy, and ethical conduct across advertising channels. This industry update focuses on three key developments in 2025: (a) the Competition and Consumer Commission of Singapore’s (CCCS) newly issued guidelines on marketing claims, (b) the enhanced Technical Reference 76 (TR 76) guidelines for e-commerce transactions, and (c) the Monetary Authority of Singapore (MAS) and Advertising Standards Authority of Singapore (ASAS) guidelines on financial influencer conduct, or “finfluencers.” Understanding and adapting to these updates is essential for all marketing professionals and advertisers operating in Singapore.

CCCS Guidelines on Marketing Claims: A Stronger Stance Against Misleading Advertising

The CCCS’s 2025 guidelines have intensified scrutiny on marketing claims, especially those that pertain to product quality and environmental credentials. Advertisers must now ensure that all claims—such as “eco-friendly,” “sustainable,” or “carbon neutral”—are supported by clear, reliable evidence, including certified data or third-party validation. These steps aim to curb the rising problem of greenwashing, where vague or unsubstantiated environmental claims mislead consumers.

Beyond environmental claims, the guidelines emphasize general truthfulness and accuracy in marketing statements, reinforcing that consumers must not be exposed to exaggerated or false promises. Non-compliance risks penalties, including fines of up to S$100,000 under Singapore’s Consumer Protection (Fair Trading) Act, as well as damage to brand integrity.

For marketers, this shift demands more rigorous verification processes, investment in credible sustainability audits, and transparent communication strategies to maintain consumer trust and meet heightened regulatory expectations.

 TR 76 Update: New Standards for E-commerce Transparency and Fairness

The TR 76 update, released in 2025 by Enterprise Singapore in collaboration with market stakeholders and regulators, revises best practices for e-commerce transactions amid the sector’s rapid growth. This update targets key issues such as misleading product descriptions, fake reviews, non-transparent pricing, and unfair merchant treatment on e-marketplaces.

The enhanced TR 76 guidelines require e-commerce platforms to provide consumers with clear, accurate information at every touchpoint—whether in product listings, promotional offers, or terms and conditions. The update also promotes fair competition among merchants, with mechanisms for dispute resolution and fraud prevention, including merchant identity verification and AI-powered scam detection.

By elevating these standards, TR 76 aims to bolster consumer confidence and foster a more competitive and trustworthy online marketplace. Marketing teams must align strategies to meet these guidelines, particularly for digital campaigns on e-commerce channels, emphasizing honest representation and fair merchant collaboration.

MAS/ASAS Finfluencer Guidelines: Boosting Transparency in Financial Influencer Marketing

The growing influence of social media personalities in the financial sector has prompted MAS and ASAS to introduce new finfluencer guidelines designed to address the risks of misleading promotions and undisclosed sponsorships. These guidelines apply to individuals and entities endorsing financial products or services on digital platforms, ensuring that audiences receive clear disclosures about any material connections to brands.

Finfluencers are required to present balanced content, avoid hype or speculative claims, and prominently disclose sponsorships or advertising arrangements. These rules aim to protect consumers from biased or deceptive financial advice and uphold standards of fairness and transparency in digital marketing.

Advertisers and influencers alike must adhere to these protocols to safeguard consumer interests and preserve market integrity.

Marketers should:

– Invest in mechanisms to substantiate marketing claims with credible data.

– Review and update digital marketing content to comply with new guidance, especially on sustainability and financial product promotions.

– Collaborate closely with e-commerce platforms to ensure listings, promotions, and merchant interactions meet TR 76 standards.

– Embrace transparency in influencer relationships, clearly disclosing sponsorships to maintain consumer trust.

Failing to adapt risks consumer backlash, regulatory penalties, and loss of competitive advantage. Conversely, early and thorough compliance offers a chance to lead the market by demonstrating integrity, authenticity, and respect for consumer rights.

Conclusion

As 2025 progresses, Singapore’s advertisement and marketing landscape is becoming increasingly sophisticated and regulated. The CCCS marketing claim guidelines, the updated TR 76 e-commerce standards, and the MAS/ASAS finfluencer protocols collectively raise the bar for ethical marketing practices. Companies that align with these evolving expectations will enhance consumer confidence, foster loyalty, and sustain long-term business success in this dynamic market.

Marketing professionals are advised to prioritize compliance and transparency as strategic imperatives, embedding these principles in all advertising efforts to navigate this new regulatory terrain effectively.

This update serves as a timely reminder for all marketers to remain vigilant, informed, and proactive as Singapore continues to advance its position as a global leader in trustworthy and responsible marketing practices.