Intellectual Property Singapore Client Alert August 2016 For further information please contact Andy Leck +65 6434 2525 firstname.lastname@example.org Lim Ren Jun +65 6434 2721 email@example.com Baker & McKenzie.Wong & Leow 8 Marina Boulevard #05-01 Marina Bay Financial Centre Tower 1 Singapore 018981 www.bakermckenzie.com ©2016 Baker & McKenzie. All rights reserved. Baker & McKenzie International is a Swiss Verein with member law firms around the world. In accordance with the common terminology used in professional service organizations, reference to a “partner” means a person who is a partner, or equivalent, in such a law firm. Similarly, reference to an “office” means an office of any such law firm. This may qualify as “Attorney Advertising” requiring notice in some jurisdictions. Prior results do not guarantee a similar outcome. ASAS Issues Interactive Marketing Communication & Social Media Advertising Guidelines On 29 August 2016 The Advertising Standards Authority of Singapore ("ASAS") has issued the Interactive Marketing Communication and Social Media Guidelines ("Guidelines"), which was formerly known as the draft Digital and Social Media Advertising Guidelines. Please refer to our previous alerts in March 2015 (here), December 2015 (here) and May 2016 (here) on the Guidelines and the public consultations concluded earlier this year. The Guidelines will feature as an Appendix to the Singapore Code of Advertising Practice. ASAS has also released guidance notes to complement the Guidelines. These guidance notes help to clarify what arrangements require disclosure, and also set out recommended formats for such disclosures. However, ASAS has said that these guidance notes are not binding on ASAS in the event of a complaint about a marketing communication that may be regulated by the Guidelines. Marketers who fail to comply with the Guidelines will be instructed to amend their marketing communication. If the marketers fail to do so, they will be asked to withdraw the non-compliant communication altogether, to avoid misleading consumers. The Guidelines will have immediate effect, and marketers and media owners will be given a grace period of 1 month, until 29 September 2016 to adhere to the Guidelines. The full text of the Guidelines and the associated guidance notes can be found on ASAS' website here.