Advertising Standards Authority of S'pore has too much free time: Cherian George

As it chose to look into frivolous complaint against Pink Dot mall ad.

Belmont Lay | June 10, 2017, 06:10 PM

In a world where 24 hours is no longer enough with so much stuff to do and battles to pick, the Advertising Standards Authority of Singapore has mastered the art of time-wasting and poor resource allocation.

Basically, the ASAS going after the Pink Dot ad in Cathay Cineleisure after receiving public feedback shows that the organisation is being way too selective in addressing complaints.

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The above post is by highly learned media academic Cherian George, who has stuck one into ASAS. This is because, out of all the complaints the organisation could have acted upon, it picked the most frivolous one.

What about the advent of ad masking in the mainstream and online media in Singapore? What about the violence in ads displayed in public spaces?

If ain't nobody got time for that, then where did the ASAS even find time to respond to the complaint about Cineleisure's Pink Dot ad?

So, what can consumers do, moving forward?

This is Cherian's recommendation to put the ASAS to good use:

Now that we know ASAS exists and has the time, we consumers can nudge it in the right direction by familiarising ourselves with its code (https://asas.org.sg/code) and taking full advantage of its complaints procedure. If the good people of ASAS start taking a proper look at problematic advertising in Singapore, I think they would be the first to admit that they'd have no bandwidth to entertain the kind of complaint we've just witnessed.

The message, when taken to its logical conclusion, is simple: If the ASAS is inclined to act on behalf of consumers with gripes, it better go all the way with its policing whenever it receives complaints, regardless.

Otherwise, it will reveal itself as just another toothless organisation that operates according to a mentality of convenience rather than conviction and purpose.

Or worse, it is perceived as acting on the conviction of one particular group using the influence of a public authority to police the use of public spaces.

 

Here are totally unrelated but equally interesting articles:

The Caveman Review: Masks your face can eat

Here are 14 moving images of people crying because they’re so happy they just can’t

 

Related articles:

ASAS advised Cathay to remove Pink Dot slogan as it ‘may affect public sensitivities’

Cathay Cineleisure puts up 8-metre long Pink Dot ad at front entrance

Watchdog’s decision to get Pink Dot slogan on Cathay ad amended questioned

Pink Dot ad in Cineleisure sparks calls to report matter to police

ASAS advised Cathay to remove Pink Dot slogan as it ‘may affect public sensitivities’

 

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