Radio Advertising and Sponsorship Code



=PREAMBLE=

1. Radio  exerts  a  strong  influence  on  the  community  as  it  is  easily accessible and can reach everyone. As such, advertisements and sponsored programmes on  radio  should  be  produced  with  a  sense  of  responsibility  to listeners and their social impact should be given due consideration.

2. It  is  the  broadcaster’s  responsibility  to  ensure  that  all  radio advertisements and  sponsored  programmes  comply  with  the  spirit  and  letter of the guidelines under this Code,

3. The  general  principles  and  guidelines  drawn  up  in  this  Code  apply  to analogue and digital radio, Free-To-Air and Subscription radio environment(s), including local  programmes,  locally  packaged  channels  or  any  other programmes where  sponsorship  deals  are  made  locally  and  the  broadcaster has control over the sponsor's presence.

4. Broadcasters  are  invited  to  consult  MDA  in  cases  where  they  are unsure whether  a  proposed  advertisement  or  programme  sponsorship  would breach the guidelines.

5. In view of the rapid development of technology in communications and broadcasting, the  guidelines  in  this  Code  will  be  reviewed  regularly  to safeguard the interest of listeners and ensure their relevance to broadcasters.

=DEFINITIONS=

6. For  the  purpose  of  this  Code,  the  term  ‘advertisement’  refers  to  the following:

(a) Any  material  designed  to  advance  the  sale  of  any  particular product or  service,  or  to  promote  the  interest  of  any  organisation, commercial concern or individual in return for payment or other reward or consideration to the broadcaster, which can include:

(i) Pre-recorded advertisements

(ii) “Live”  reads  (Scripted  advertisements  read  out  “live”  by presenters)

(iii) Open talks or Ad-libs (Unscripted presentations)

(iv) Roving reports (Coverage of “live” events by presenters)

(v) Tag-ons  (Promotional  messages  for  advertisers  tagged on to credit mentions for sponsors)

(vi) Endorsement  of  an  advertiser’s  or  sponsor’s products/services

(vii) Any  other  promotional  reference  to  a  product  or  service during a programme.

(b) Informercials,  which  are  long  form  advertisements  of  varying duration designed to sell products or services in an informative manner.

7 This Code is also applicable to:

(a)  In-house programme publicity trailers and station identification;

(b) Announcements made in the public interest; and

(c) Trailers  connected  to  government  approved  charities  and appeals for which the broadcaster does not receive payment in cash or kind.

8. With  regard  to  Programme  Sponsorship,  a  programme  is  deemed sponsored if  any  part  of  its  cost  of  production,  acquisition  or  transmission  is met  in  return  for  payment,  or  other  reward  or  consideration,  tangible  or intangible,  to  the  broadcaster,  with  the  objective  of  promoting  the  sponsor’s name, image, product, activities or services.

9. Broadcasters  should  recognise  that  there  is  a  distinction  between programme sponsorship  and  advertising. Through the  sponsorship  of  a programme,  an  organisation  gains  public  exposure,  prestige  and  favourable association. Sponsorship does not equate with advertisements or infomercials (long-form advertisements),  where  there  is  a  direct  appeal  to  the  public  to purchase a specific product or use a particular service.

10. All items described in Clauses 6 to 9 should satisfy the requirements in the Radio Programme Code issued by the Media Development Authority. The broadcasters should  also  be  guided  by  the  Singapore  Code  of  Advertising Practice issued by the Advertising Standards Authority of Singapore.

=GENERAL PRINCIPLES=

11. Advertisements  and  sponsored  programmes  should  be  clearly identified and recognisable to listeners, in particular:

(a)   Advertisements  that  sound  like  programmes  or  which  use  the same presenters, must be differentiated in such a way that the listener is able  to  distinguish  between  a  radio  programme  and  an advertisement. For example,  broadcasters  should  identify  such advertisements at the beginning and at the end.

(b)   Sponsored  programmes  or  programme  segments  should  be clearly  identified at  the  beginning  and  at  the end  of  the programme  or programme segment. They should also be clearly identified before and after commercial  breaks. If the  sponsored  programme  is  of  a  longer duration, sponsor acknowledgements should be inserted at appropriate intervals to  inform  listeners. Trailers for  sponsored  programmes  can also carry sponsor acknowledgement at their beginning or end.

(c)    For sponsored programmes, a direct link between the sponsor's commercial activities and the programme is acceptable, for example: a bank sponsoring a financial programme. This is provided the sponsor's involvement is  transparent  and  made  evident  to  listeners,  and  in particular,  for  Current  Affairs,  Info-ed  and  Children’s  Programmes,  the sponsor should not influence the programme’s editorial integrity.

12.  Broadcasters  should  also  ensure  that  radio  stations  are  not  over-commercialized such that listeners are inundated with sponsorship messages. Regardless of  whether  a  programme  is  sponsored  or  not,  programme presenters or  commentators  should  not  highlight  or  endorse  any  product  or services  that  are  linked  with  their  sponsors,  beyond  the  guidelines  in  this Code.

13. Sponsorship  of  a  radio  station  is  not  allowed,  as  it  will  affect  the identity, branding and editorial integrity of the station.

14. Advertisements should be truthful and lawful, in particular –

(a) They  should  not  expressly  or  by  implication,  through  their description, claims or illustrations mislead about the product or service advertised or  about  its  suitability  for  the  purpose  recommended.

(b) They  should  comply  with  the  prevailing  laws  of  Singapore.

(c) Irrelevant data and scientific jargon must not be used to support claims that do not have a scientific basis.

15. There  should  be  no  more  than  14  minutes  of  advertisements  and trailers in each clock hour.

16. Sponsor  credit  mentions  before  and  after  a  programme  will  not  be included  in  the  14  minute  advertising  allowance,  but  a  description  of  the sponsor’s products or services that is tagged on to the sponsor’s name will be included.

17. Advertisements  and  sponsored  programmes  should  be  decent  and tasteful in  their  content  and  presentation,  and  should  not  cause  offence  to public feeling and morals.

18. Advertisements and sponsored programmes should take care to avoid stereotyping which could offend listeners; for example stereotyping in relation to race, religion, gender, the elderly and the disabled.

19. News, Current Affairs and Info-Educational programmes that report on businesses,  products  or  services,  including  light  informational  programmes that regularly  highlight  commercial  establishment  or  products,  may  highlight specific products  or  services  as  part  of  the  programme  but  treatment  should be balanced and factual.

20. Any  advertisement  or  sponsored  programme  that  has  the  effect  of indirectly publicising any product or service disallowed under this Code should not be accepted for broadcast.

=GENERAL GUIDELINES=

National Policies
21 (a)   Advertisements  should  not  contain  messages  that  constitute  a breach  of  applicable  laws,  nor  should  they  appear  to  condone  any illegal activity.

(b)  Advertisements  should  not,  directly  or  otherwise,  attempt  to disrupt the harmony or stability of the country.

(c) Any  advertisement  that  could  be  regarded  as  detrimental  to Singapore’s relationship with other countries should not be broadcast.

Race and Religion
22  (a)  Advertisements  should  not  contain  statements  or  suggestions that may  offend  the  sensitivities  of  any  racial  or  religious  group,  and should not  depict  any  race  or  religion  in  a  flippant,  frivolous  or inaccurate manner.

(b)  Advertisements  should  not  directly  or  indirectly  promote  or proselytise the views of any race or religion. Claims to the effect that a particular religion is the ‘only’ or ‘true’ faith are not acceptable.

(c) Advertisements  for  religious  products  and  services  are  not acceptable.

(d) Advertisements  should  not  make  use  of  the  beliefs  or  practices of any  religion  to  sell  products  or  services. This includes  prayer excerpts and religious messages.

(e) Advertisements  by  any  religious  groups  are  not  allowed.

(f) Advertisements aimed at promoting or propagating any religious cause or event are not acceptable.

Moral Standards/Social Behaviour
23  (a)  Advertisements  should  not  promote,  justify  or  glamourise lifestyles and  behaviours  such  as  homosexuality,  promiscuity,  juvenile delinquency and  drug  abuse. Advertisements should  also  not  portray these lifestyles or behaviours as normal or mainstream.

(b) Advertisements  should  not  undermine  the  importance  of  the family as  the  basic  unit  of  society. In this  respect,  any  references  to lifestyles  that  undermine  family  life  and  values,  such  as  co-habitation, should not be condoned nor presented in a positive light.

(c) Advertisements  containing  sexually  explicit  dialogue,  sexually suggestive words  and  sounds  and  sexual  innuendoes  should  not  be broadcast.

(d) Advertisements  on  condoms  and  other  forms  of  contraception are not acceptable for broadcast as radio reaches out to all audiences, including children.

(e) Advertisements  for  all  tobacco  products  and  advertisements which make  references  to  smoking  should  not  be  broadcast  unless they are  public  service  messages  by  the  relevant  government agencies. Brand names of tobacco companies in association with other products are  not  allowed  in  advertisements  unless  prior  approval  is sought from the relevant government authorities. Please refer to Clause 43 on Legislation Affecting Advertising.

(f) Advertisements  which  promote  gambling  should  not  be broadcast, However, public service messages on or related to gambling can be allowed.

Children’s Programmes, News,  Current  Affairs  and  Info-  Educational Programmes
24 For  the  purpose  of  this  Code,  children  are  defined  as  those  aged  14 years and  below. The guidelines  take  into  account  the  fact  that  children’s ability to  distinguish  between  fact  and  fiction  will  vary  according  to  their  age and that children in general tend to be imitative by nature:

(a) Advertisements  should  not  promote  unwholesome  values  and anti-social behaviour to children, for example, delinquent behaviour and disrespect to parents and elders.

(b) Advertisements  targeted  primarily  at  children,  or  placed  in programmes  likely  to  be  heard  by  children,  should  not  contain  any sounds, effects  or  words  that  might  result  in  harm  to  them  physically, morally or psychologically.

(c) Sponsorship  of  children’s  programmes  should  be  treated  with caution. Broadcasters should consider carefully the appropriateness of any sponsorship  of  children’s  programmes  as  children  are  more impressionable and less likely to discern fully the relationship between the sponsor’s message and programme content.

(d) For  Current  Affairs  and  Info-educational  programmes, broadcasters should  consider  carefully  the  appropriateness  of  any sponsorship of  these  programmes,  as  programmes  in  these  genres need to be balanced, factual and objective coverage. It is therefore the responsibility of  the  broadcaster  to  maintain  the  programme’s  editorial integrity, and  sponsors  should  not  influence  the  content  of  the sponsored programme.

(e) Presenters’  endorsement  of  sponsors’  products  or  services  are not allowed  in  News,  Current  Affairs,  Info-Educational  and  Children’s programmes.

(f) The  sponsor’s  name  should  not  be  integrated  into  the programme titles  of  News,  Current  Affairs,  Info-educational  and Children’s programmes.

Use of Language
25  (a)  All  advertisements  should  maintain  a  good  standard  of language. For example, the use of standard English is encouraged and Singlish as well as ungrammatical English should not be used.

(b) Advertisements  can  be  in  any  of  the  4  official  languages  in Singapore  –  English,  Mandarin,  Malay  and  Tamil,  and  care  must  be exercised to ensure that they are appropriate for their target audience.

(c) Advertisements containing dialect are not to be broadcast unless specially approved  by  the  Authority. However, commonly  used  terms such as ‘Bak Kut Teh’ or ‘Siew Mai’ may still be used as the Mandarin equivalent may not be easily understood.

(d) Advertisements should not use vulgar or crude language in their presentation.

Claims & Comparisons
26  (a)  Advertisements  should  not  contain  claims  or  comparisons  that are misleading.

(b) All claims and comparisons must be capable of substantiation.

(c) Comparisons  with  other  products/services  are  acceptable provided they are based on fact and use similar basis of comparison.

27 Advertisements that may lead to the employment of money in products and services  where  the  returns  are  not  guaranteed  should  contain  warnings and/or disclaimers indicating the potential risks involved.

Use of Public Figures
28 Depictions of and references to public figures in advertisements should not be done in a manner that may be denigrating to them.

==Advertisements of  TV  Programmes,  Movies  and      Arts/Theatrical Performances==

29  (a)   Advertisements for PG-rated TV programmes, NC16 movies and M18 movies  are  allowed  for  broadcast. These should  comply  with  the standards of the Radio Programme Code and should not be targeted at under-aged listeners. The appropriate ratings of the programme/movies should be included within the advertisements.

(b) Advertisements  for  cinematic  movies  rated  R21  (Restricted  21) and Arts/Theatrical performances rated R18 (Restricted 18) should not be broadcast.

Advertisements resembling News
30  (a)  Particular  care  should  be  exercised  when  expressions  and sound effects  are  associated  with  or  resemble  those  used  in  news bulletins, weather  reports  and  important  announcements. Listeners must be  able  to  recognise  the  message  as  an  advertisement. Expressions such  as  'News  Flash'  and  phrases  like  "We  interrupt  this programme…"  are  reserved  for  important  news  and  public  service announcements. Their use  in  advertisements  and  programme promotions is not acceptable.

(b) A  long  form  advertisement  that  publicises  an  event  or  a  public function, can be mistaken for a news or information item. It should be identified as  an  advertisement  at  the  beginning  and  at  the  end. If scheduled after  a  news  bulletin,  there  should  be  a  clear  separation between the two.

Political Advertising
31 Unless  permitted  by  law,  no  advertisement  may  be  inserted  by  or  on behalf of any body whose objectives are wholly or mainly of a political nature, and no advertisements may be directed towards any political end.

Fortune Telling and Superstitious Beliefs
32  (a)   Advertisements  which  promote  directly  or  indirectly,  fortune-telling, geomancy, occult practices and superstitious beliefs should not be broadcast.

(b) Advertisements  for  products  and  services  related  to  fortune-telling,  geomancy  and  the  propagation  of  superstitious  beliefs  should not be broadcast.

(c) Advertisements must not, without justifiable reason, play on fear and superstition  and  upset  the  mental  and  physical  well-being  of listeners.

Game and Award Shows
33 For  game  and  award  shows  or  segments  in  which  sponsored  prizes, products or services may form an inherent part of the programme, references to the sponsor’s provision of the prizes is allowed.

Death related services
34 Advertisements for death related and undertaker services are not to be broadcast.

Chatline and Dating services
35 Advertisements  for  chatline  services  and  non-accredited  dating services are not to be broadcast.

Dubious Establishments & Services
36 Advertisements  promoting  establishments  or  services  of  dubious propriety which  may  be  fronts  for  socially  harmful,  undesirable  or  illegal activities should not be accepted.

Alcoholic Drinks
37 Advertisements  for  alcoholic  drinks  should  not  be  targeted  at  young people under 18 years of age.

Subliminal Advertising
38 No  advertisement  may  include  any  device  or  means  by  which messages are conveyed to the minds of listeners without their being aware of what has been done.

Sound Effects
39 Advertisements  should  not  include  sounds  likely  to  cause  alarm  or create a safety hazard. Distracting or potentially alarming sound effects such as sirens, screeching tyres, vehicle collisions, explosions and the like must be treated cautiously. They may  cause  concern  and  be  dangerous  to  those listening especially whilst driving.

Scheduling of Advertisements and Trailers
40 Broadcasters  should  exercise  discretion  when  scheduling advertisements so  as  to  ensure  their  appropriateness  to  the  target  listeners and to  take  into  account  racial,  religious,  cultural  and  social  sensitivities  that prevail in  Singapore  society  as  well  as  when  there  is  likely  to  be  a  large audience of  young  listeners. For example,  liquor  advertisements  should  not be placed  within/alongside  Malay  programmes  or  Children’s/Teen programmes, and trailers of movies with violence, horror or adult themes and their accompanying sound effects should not be placed at times when children can reasonably be expected to be listening.

Reference to the Sponsor within a Programme
41 References  to  commercial  names  in  acquired  programmes,  e.g.  “XXX Top 20 Countdown” are not considered part of programme sponsorship.

Noise and Stridency
42 Broadcasters should ensure that the broadcast of advertisements is not excessively noisy or strident. The audio level of advertisements must not be higher than that of programmes.

Legislation Affecting Radio Advertising
43 Broadcasters  should  exercise  due  care  to  ensure  that  their advertisements do  not  contravene  or  in  anyway  violate  any  applicable  laws, regulations, codes or guidelines of any kind including without limitation to the following:

(a) Medicines Act (Cap 176)

(b) Medicines (Medical Advertisements) Regulations

(c) Smoking  (Control  of  Advertisements  and  Sale  of  Tobacco)  Act (Cap 309)

(d) Common Gaming Houses Act (Cap 49)

(e) Betting Act (Cap 21)

(f) National Emblems (Control of Display ) Act (Cap 196)

(g) Banking Act (Cap 19)

(h) Finance Companies Act (Cap 108)

(i) Securities  and Futures Act (Cap 289)

(j) Insurance Act (Cap 142)

(k) Casino Control Act (Cap 33A)

(l) Casino Control (Advertising) Regulations 2010

=UNACCEPTABLE SPONSORSHIP=

Unacceptable Products and Advertisers
44 Broadcasters  should  not  accept  sponsorship  from  products,  services and establishments  that  are  not  acceptable  for  advertising,  e.g.  tobacco products, condoms and casinos.

Political and Religious Interests
45 Sponsorship  from  political  parties  and  religious  groups  should  not  be accepted.

Unsponsorable Programmes or Programme Segments
46 The following programmes must not be sponsored:

(a) Parliamentary Programmes Parliamentary programmes  would  include  Opening  of Parliament,  Highlights  from  Parliament,  Select  Committee Hearings, Commission of Inquiry, etc.

(b) Programmes related to the elections Election-related programmes  include  Campaign  Reports  and Polling Night Results.

(c) Ministerial  Speeches,  Press  Conferences  and  Special Interviews This would  include  the  Prime  Minister’s  National  Day  Message and National Day Rally, etc.

(d) News  Programmes  including  flashes,  bulletins,  headlines, top stories, specials, and breaking news Specialist news  reports  may  be  sponsored. Specialist news reports refer  to  factual  data  like  traffic,  weather,  stock  market indices, foreign  exchange  rates,  and  “softer”  news  items  like culture, sports  and  travel. Such sponsored  reports  must  be separated  from  the  general  news  programme  clearly,  for example by  programme  lead-out  announcements  or  a commercial  break,  so  as  not  to  give  the  perception  that  the whole news programme is sponsored.

=IMPLEMENTATION OF  THE  RADIO  ADVERTISING  AND  PROGRAMME SPONSORSHIP CODE=

This Code  takes  effect  as  from  31  March  2011  and  replaces  the  Radio Advertising Code that took effect from 10 February 2003. MDA may from time to time  revise  or  update  the  Code  to  maintain  currency. Broadcasters are encouraged to operationalise this Code to facilitate its implementation.

- END -

=See also=


 * Singapore gay censorship

=References=


 * Downloadable PDF of the Media Development Authority's Radio Advertising and Sponsorship Code:.