新加坡的社交媒体广告规制

Social Media Advertising Regulation in Singapore

新加坡的广告规制是由行业协会和媒体监管机构自发制定的自我管理体制。这一体制是有效的,因为它满足了进行自我管制的最低要求:行业有发展动力、少数行业巨头使执行更为有效,以及有效的监管支撑。而在2015年之前,社交媒体广告业尚未得到激励,也无规则可言。这一年,由于一次营销活动引发的事件,使该行业发生了彻底的转变。该事件直接导致了一家大型上市公司终止与一家社交媒体广告商的合约,以及该上市公司首席执行官公开道歉。丑闻爆发之后,社交媒体广告业的预算被冻结了几个月,整个行业的道德规范也遭到质疑。本文主要论述了在新加坡社交媒体广告业这一资源有限的自我管制体制建立一系列指导方针的过程中,需要的理论、过程和思考。

Advertising regulation in Singapore is done through a self-regulatory regime voluntarily established by industry associations and media regulators.The regime has been successful as it meets the minimal conditions for successful selfregulation：a motivated industry,a small number of large players,and an effective regulatory backstop.The social media advertising industry prior to 2015,however,had had not been motivated to explore or be bound by rules.That year,it made an about turn because of an incident over a marketing campaign that led to the firing of the social media advertising agency and the public apology by the CEO of a large listed company,its client.In the wake of the scandal,social media advertising budgets were frozen for a few months and the industry＇s reputation for ethical practices took a beating.This paper describes the theory,process and the thinking that went into developing a set of guidelines in a resource constricted self-regulatory regime for social media advertising in Singapore.