Feedback on advertising declines but beauty industry remains a concern: ASAS

THE Advertising Standards Authority of Singapore (ASAS) said the volume of feedback received by it over the 2012-2014 period may have fallen, but the beauty industry is raising concerns.

The advisory council to the Consumers Association of Singapore said feedback numbers received in 2012 were 375 and dropped to 273 in 2014.

The feedback included advertising advice, queries and complaints of consumer-to-business or business-to-business in nature.

Associate Professor Tan Sze Wee, chairman of ASAS, said on Thursday the decline may be attributable to consumers being better educated and more prudent in their spending.

"With the easy accessibility of the various platforms of information such as the Internet and social media, consumers are more willing to carry out their research before spending on something that they require and is available," he said.

He noted that despite the decrease in feedback received in 2014, the volume of feedback on the beauty industry has risen.

"Not only has the number increased, it topped the 2014 list with the highest percentage feedback. This constituted 42.8 per cent of the total feedback received in 2014 as compared to 10.7 per cent and 25.4 per cent in 2012 and 2013, respectively," he said.

ASAS said advertising of beauty products and services remain a concern, given their aggressive promotions that could be misleading, unclear or lacking substantiation.

Aside from the beauty industry, travel, food and beverage, and telecommunications were the other areas that had the most feedback.

ASAS said consumers should continue to exercise discretion and prudence in buying products and services.