Creator Advertising Disclosure in Singapore
Creator marketing in Singapore should make commercial relationships clear to audiences; ASAS social-media guidance specifically treats relationships such as payment or complimentary samples as material connections that require transparent disclosure.
Singapore disclosure layer
The Advertising Standards Authority of Singapore publishes guidance for interactive marketing and social media. Commercial relationships between a marketer and endorser should be disclosed clearly, including relationships created by complimentary samples.
What this means operationally
A creator brief should state when disclosure is required and avoid burying the commercial relationship in ambiguous language. Paid fees, affiliate incentives, free products and other material benefits can all change how audiences interpret the endorsement.
Build disclosure into the workflow
D2 places disclosure checks in briefing, content review and paid-amplification handoff rather than treating them as an afterthought. The campaign record should preserve the agreed relationship and the disclosure instruction given to the creator.
Product claims still matter
A disclosure label does not make an unsupported product claim acceptable. Brands should separately control claims, substantiation, regulated-category requirements and platform policies.
Scope
This page is operational guidance based on current ASAS material, not legal advice. Policy-sensitive claims should be rechecked when ASAS or applicable Singapore rules change.
Related Singapore resources
FAQ
What is the scope of this page?
This page is specific to Singapore and separates official platform facts, first-party observations and D2 editorial guidance.
Are cited figures Singapore market averages?
No unless explicitly labelled as a benchmark with a defined dataset. Platform reports and named cases retain their original scope.
How current is this guidance?
Platform- and policy-sensitive claims were verified on 1 October 2026 and follow the Singapore market freshness policy.
Last verified: 1 October 2026.