Watchdog issues new guide to curb misleading marketing claims

After a string of enforcement actions against misleading marketing claims, Singapore’s competition watchdog has rolled out anew guide to help make sure what consumers see is what they get.

- Cheong Poh Kwan Assistant Business Editor

The Competition and Consumer Commission of Singapore (CCS), previously known as CCCS, said on Oct 6 that its new guide on quality-related claims was designed to help businesses communicate clearly and accurately about the qualities, uses and benefits of their products and services.

The guide lays out five principles that all claims should meet.

First, they must be true and accurate. Businesses are obliged to verify the accuracy of their claims, and ensure the claims do not mislead consumers about why they need the product.

Second, the claims should be clear and easily understood. Technical jargon should be avoided. Overly broad and vague statements or imagery should not be used too.