The Competition and Consumer Commission of Singapore (CCS) has released a new guide to help businesses make accurate and transparent claims about the qualities, uses or benefits of their products and services, amid growing concerns over misleading marketing practices and potential greenwashing.
The guide sets out five key principles for making “quality-related claims” responsibly:
- Claims should be true and accurate – Businesses must verify the accuracy of all claims before communicating them to consumers, ensure they are not misleading, and regularly review information to keep it current.
- Claims should be clear and easily understood – Language should be simple, avoiding technical jargon or vague statements that could confuse consumers.
- Claims should be meaningful – Businesses should focus on significant product attributes and ensure any comparisons with other products are fair and substantiated.
- Claims should be accompanied by material information – Supporting details, assumptions and conditions must be clearly presented and easily accessible.
- Claims should be supportable by evidence – Claims must be backed by credible, specific and up-to-date evidence, with goals or ambitions made in good faith and realistically achievable.
The guide also features case studies to illustrate how these principles can be applied in practice. CCS developed the document in consultation with industry suppliers and business associations. It is available on the CCS website.
The regulator emphasised that consumers also play a role in holding businesses accountable. It advised the public not to accept marketing claims at face value, and to seek verification or independent reviews before making purchasing decisions.
“Beyond helping businesses comply with Singapore’s fair trading laws, we hope that this guide will support businesses in making product claims with clarity and confidence whilst building customer trust,” said Alvin Koh, Chief Executive of CCS. “We want to ensure that environmental claims—and all quality-related claims—reflect genuine facts rather than empty promises. Greater transparency ultimately enables consumers to make informed decisions and promote competition on merit.”
Consumers who encounter false or misleading claims are encouraged to contact the Consumers Association of Singapore (CASE) at case.org.sg or call 6277 5100. Misleading advertisements can also be reported to the Advertising Standards Authority of Singapore (ASAS), a self-regulatory body under CASE.
