Influencer Marketing Guidelines in Singapore: ASAS Rules, Disclosure Requirements, and Compliance Checklist

With 5.16 million social media user identities in Singapore in January 2025, social platforms now play a central role in how people discover content, products, and recommendations. That makes clear disclosure more important, especially when influencer content is commercially influenced but designed to feel personal or organic.

In Singapore, influencer campaigns are mainly shaped by the Singapore Code of Advertising Practice (SCAP) and ASAS’s Guidelines for Interactive Marketing Communication & Social Media, which require marketing communication to be identifiable and distinguishable from personal opinion or editorial content.

If you want to make sure your campaigns are built to this standard from the start, working with an influencer marketing agency in Singapore campaign compliance specialist ensures a more consistent process.

Disclosure is not just for paid posts. It also applies when creators receive free products, event invites, affiliate links, discount codes, or other benefits. ASAS requires disclosures to be clear, easy to spot, and shown early in the content.

Key Takeaways

• Singapore’s influencer guidelines ensure that paid, gifted, or sponsored content is clear to consumers. ASAS says ads must be easy to spot and not confused with personal opinion.
• You need to disclose even if no money changes hands. Free products, event invites, or affiliate deals still count as commercial relationships.
• Compliance is not just the creator’s responsibility. ASAS’s framework applies across parties involved in social media marketing communication, including marketers, agencies, media, clients, endorsers, and blog owners.
• The best influencer campaigns combine results with transparency. Clear disclosures and honest claims help brands build trust and stay compliant.

What Are Influencer Marketing Guidelines?

Influencer marketing guidelines set the rules for how brands, creators, and agencies promote products on social media.

In Singapore, these guidelines are shaped by the Singapore Code of Advertising Practice and ASAS’s social media guidance, which emphasise that ads should be legal, decent, honest, and truthful, and that marketing communication should be recognisable as advertising.

Influencer marketing guidelines address questions such as when disclosure is required, what constitutes a commercial relationship, where a disclosure should appear, what wording is acceptable, and who is responsible when something goes wrong.

They are especially important because influencer content often blends into everyday social content. A post may feel spontaneous or personal, but if there is a commercial relationship behind it, consumers should not have to guess.

For brands targeting Singapore audiences, this is the key principle to remember: if a creator’s content is influenced by payment, gifting, sponsorship, affiliate benefit, invitation, or another incentive, the audience should be able to identify that commercial context clearly.

Key Influencer Marketing Guidelines for Disclosure and Advertising Compliance

In Singapore, influencer disclosure is mainly shaped by the Singapore Code of Advertising Practice (SCAP) and ASAS’s Guidelines for Interactive Marketing Communication & Social Media. 

The core rule is straightforward: sponsored or commercially influenced content should be clearly recognised as marketing, not mistaken for neutral opinion or independent editorial. Disclosure is needed for more than just paid posts. It also covers free products, event invites, affiliate links, discount codes, and any benefit given to a creator.

The guidelines define paid media and sponsored content broadly, including sponsorship in cash or in kind. Visibility matters too. Disclosures should be clear, prominent, and shown early enough for users to notice without extra effort.

In practice, that means they should not be buried after hashtags, hidden below the fold, or placed where audiences are unlikely to see them. As for the actual code, the most relevant provisions to cite are:

• SCAP: the overarching code administered by ASAS. Its basic premise is that all advertisements should be legal, decent, honest, and truthful.
• Guidelines for Interactive Marketing Communication & Social Media
  • Section 2.1(a) defines a commercial relationship as one in which the content originator is given an incentive or is obligated to create content for a client.
  • Section 3.1(a)–(d), (g)–(h): says marketing communication must be identified as such, distinguished from editorial or personal opinion, and that material connections should be fully disclosed. It also says marketers should ensure the commercial nature of content under their control or influence is clearly indicated.
  • Section 3.5(a)–(b): says disclosures should be simple, clear, prominent, and shown as early as reasonably possible.
  • Section 3.5(c): says disclosures should be adapted to the format, including written and visual content.

Compliance is not just about adding a disclosure. It is about building campaigns that are clear, credible, and earn consumer trust from the start.

Sector-Specific Compliance Layers Beyond ASAS

While the ASAS (Advertising Standards Authority of Singapore) offers the foundational rules for influencer marketing compliance, several sector-specific regulations introduce additional requirements. 

Below is a comparison of the key regulatory bodies and their influencer-specific rules:

Regulator	Sector	Key Rule	Key Requirements	Why It Matters
ASAS	All industries	SCAP + Social Media Guidelines	Influencers must disclose paid partnerships (e.g., #ad, #sponsored). Content must be distinguishable from personal opinions or editorial content.	Ensures transparency and protects consumers from misleading advertising.
MAS	Finance, investments, banking, crypto	New Digital Advertising Guidelines (effective March 2026)	Influencers must disclose commercial relationships. Content should not mislead consumers or provide inaccurate financial advice. Follow the MAS Guide on Responsible Financial Content Creation.	Protects consumers from misleading financial advice and ensures the responsible promotion of financial products.
HSA	Health products, therapeutic goods	Health Products Act 2007	No exaggerated health claims (e.g., “instant results” or “miracle cures”). Claims must be substantiated by clinical data or scientific evidence.	Prevents misleading health claims and ensures consumer safety regarding health-related products.
SFA	Food and beverage	Food regulations	Nutritional/health claims must be accurate and substantiated. Influencers must follow SFA’s rules regarding product labels and advertising.	Ensures that food and beverage promotions are truthful and not misleading, protecting consumer health.
MOH	Medical, clinical	Restrictions on medical advice by non-licensed parties	Influencers without medical qualifications cannot provide medical advice or make diagnoses. Must comply with MOH regulations when promoting medical products or services.

These rules help ensure consumer safety, accuracy, and legal compliance, protecting both the brand and the influencer from potential legal consequences and reputational damage. 

Whether you’re in finance, health, food, or medical services, these sector-specific compliance layers are key to ensuring that your influencer campaigns are both effective and lawful.

When Brands Need to Disclose Paid, Gifted, or Affiliate Influencer Content

A common mistake is thinking disclosure is only needed for paid posts. If a creator gets anything of value or has an incentive to promote, disclosure is still required.

Here are common scenarios where disclosure is usually expected:

• A creator is paid to publish a post, Reel, Story, video, or review
• A brand sends a free product in the hope of coverage
• A creator is invited to an event, launch, tasting, or preview with the expectation of posting about it
• A creator earns a commission through affiliate links
• A creator shares a discount code tied to performance or a commercial partnership
• A creator receives free services, accommodation, treatments, or experiences in exchange for coverage

In each of these scenarios, the content may still reflect the creator’s genuine opinion, but the commercial relationship should be made clear so the audience can assess the endorsement in context.

What Happens When Influencer Marketing Guidelines Are Not Followed?

Influencer marketing is a powerful tool, but it comes with significant responsibility. Brands must ensure their campaigns adhere to established guidelines or risk serious consequences. 

Here’s what can happen if influencer marketing compliance rules are not followed:

1. ASAS’s Powers and Actions

The Advertising Standards Authority of Singapore (ASAS) is empowered to take several actions when a brand is found in violation of advertising rules:

• Amendment or Removal: ASAS can require a brand to remove or amend any non-compliant advertisement or content, ensuring that misleading or deceptive promotions are corrected.
• Public Naming: In certain cases, ASAS has the authority to publicly name the breaching brand. This can result in reputational damage, as the brand is publicly held accountable for non-compliance, potentially eroding its credibility and consumer trust.

Publicly shaming brands or influencers for breaching compliance guidelines can severely affect a brand’s reputation in the market. This damage may also affect consumer perceptions, leading to lost sales or a negative brand image.

2. Reputational Risk from Public Naming

When ASAS names and shames a brand, it’s not just about legal consequences; public perception can take a major hit. For example, competitors and customers may lose trust in a brand that is found to be in breach of advertising standards. 

Reputation damage could lead to lower sales, reduced consumer confidence, and loss of partnerships.

Example: Brands that fail to disclose paid partnerships as required might find themselves publicly listed on ASAS’s naming and shaming section, potentially resulting in significant customer backlash and loss of credibility.

3. Sector-Specific Regulatory Actions

In addition to ASAS, certain sectors have specific regulatory bodies that can impose further penalties:

• MAS (Monetary Authority of Singapore): If financial influencers, or “finfluencers”, fail to comply with the MAS Digital Advertising Guidelines, they can face regulatory fines or warnings. MAS is particularly strict on ensuring that content promoting financial products is accurate, transparent, and not misleading.
• HSA (Health Sciences Authority): For influencers promoting health products, HSA enforces strict regulations on health claims. Influencers and brands can face significant consequences if they make unsubstantiated health claims or promote unapproved therapeutic goods.

4. The Risk of Non-Compliance Flowing from Influencer to Brand

While influencers are responsible for their actions, brands can also be held liable for their influencers’ misconduct. This includes cases where an influencer fails to disclose a paid partnership, makes misleading claims, or violates any sector-specific regulations.

• Vicarious Liability: Brands may be held responsible for the misleading conduct of their influencers, especially if the brand had prior knowledge of or involvement in the content. This is particularly relevant for regulated sectors such as finance, healthcare, and food.
• Influencers’ Actions Reflect on Brands: Even though influencers act as independent contractors, brands are often held accountable for any non-compliance, particularly if the content directly impacts the brand’s product reputation.

5. Why Contractual Protections with Influencers Matter

To mitigate the risk of non-compliance, brands should have clear, enforceable contracts with influencers. These contracts should outline:

• Disclosure requirements for all paid collaborations and product placements.
• Compliance with sector-specific regulations, such as those set by ASAS, MAS, and HSA.
• Penalties for non-compliance, ensuring that both the brand and influencer understand the legal consequences of breaching regulations.

Having these contractual protections in place is crucial for brands to safeguard themselves against legal and reputational risks stemming from their influencer partnerships.

Brands must remain vigilant and proactive in ensuring their campaigns comply with all regulatory frameworks, from general disclosure rules to sector-specific requirements. 

Taking the necessary steps to protect your brand and maintain a strong compliance culture can help mitigate risks and preserve both brand reputation and consumer trust.

How Influencer Marketing Guidelines Apply to Brands, Creators, and Agencies

Influencer marketing compliance does not rest with a single party. ASAS’s social media framework applies across the wider advertising chain, including marketers, agencies, media, endorsers, clients, and blog owners involved in social media marketing communication.

That means every party involved in an influencer campaign should understand their role in keeping content clear, honest, and properly disclosed.

Step 1: Brands Should Set The Compliance Rules Early

For brands, compliance starts before any content is created or published. The brand should clearly define the nature of the commercial relationship, explain when disclosure is required, and set boundaries around what creators can and cannot say.

This includes reviewing whether product claims, testimonials, or service statements are accurate and supportable.

Brands should also avoid assuming that creators will manage compliance correctly on their own. If disclosure wording, approval requirements, or claim limitations are not communicated upfront, the risk of inconsistent or misleading content increases significantly.

Step 2: Creators Should Disclose Commercial Relationships Clearly

For creators, the key responsibility is transparency. If a post has a commercial connection to a brand, whether through payment, gifting, affiliate incentives, or sponsored access, that relationship should be made clear to the audience. Even when the creator is sharing a genuine opinion, the commercial context still matters.

Creators should ensure disclosures are easy to understand, visible early, and tailored to the content’s format. They should also avoid vague wording that leaves audiences guessing whether the content is sponsored or incentivised.

Step 3: Agencies Should Turn Compliance Into A Repeatable Process

For agencies, the role is usually operational and strategic. Agencies are often best placed to convert broad compliance expectations into structured campaign systems, including creator briefs, disclosure instructions, approval workflows, and live post monitoring. This helps ensure compliance is handled consistently from one creator to the next.

This becomes even more important in larger influencer campaigns. When multiple creators, platforms, and deliverables are involved, even minor inconsistencies in wording or disclosure placement can quickly escalate into a broader compliance issue.

Step 4: All Parties Should Treat Compliance As A Shared Responsibility

The most effective influencer campaigns treat compliance as a shared process rather than a final caption check. Brands set the standards, creators apply them clearly in content, and agencies help manage consistency across the campaign. When each party understands its role, campaigns are more likely to stay transparent, credible, and aligned with Singapore advertising expectations.

What Proper Disclosure Looks Like in Influencer Marketing

Proper disclosure in influencer marketing should be easy to see and understand, and placed early enough for users to notice before they are influenced by the content. 

ASAS says disclosures should be simple, displayed as early as reasonably possible, and adapted to the content format. For example, put disclosures in the photo caption or image, in the video, or say them out loud for audio.

Examples of clearer disclosure wording include:

• Sponsored
• Advertisement
• Paid partnership
• This post was sponsored by [Brand]
• This post was created in partnership with [Brand]
• The featured product was provided by [Brand]
• This post includes affiliate links

Weaker disclosure practices include unclear abbreviations, hidden tags placed after long caption text, vague thank-you language that does not explain the relationship, or disclosures that appear only after users click to expand the post.

ASAS’s guidance stresses that disclosures should not rely on users taking extra steps to discover essential context.

A simple way to judge whether a disclosure is strong enough is to ask: would an ordinary user understand at a glance that the content has a commercial relationship? If the answer is no, the disclosure needs improvement.

Example Of A Clear Disclosure In A Caption

Here is a simple example of how a clearer disclosure might look in practice:

Paid Partnership With Brand:

“I tried Brand’s new serum for two weeks and liked how lightweight it felt on my skin. The product was provided as part of this collaboration, and these are my honest thoughts after using it.”

This works better because the commercial relationship is stated upfront, before the user reads the rest of the caption.

Simple Disclosure Templates Brands And Creators Can Use

To make compliance easier, brands and creators can work from simple disclosure templates like these:

For Paid Content:

Paid Partnership With [Brand]

This post was sponsored by [Brand].

For Gifted Products:

Product Provided By [Brand]

The featured product was provided by [Brand].

For Event Invites Or Hosted Experiences:

Invited By [Brand]

We attended this event as guests of [Brand].

For Affiliate Links:

This Post Includes Affiliate Links

I may earn a commission if you purchase through these links.

For Creator Collaborations:

Created In Partnership With [Brand]

This content was created in collaboration with [Brand].

Disclosure Examples by Scenario

Below is the kind of practical guidance many searchers are actually looking for.

Scenario	Is disclosure likely needed?	Better example
Paid Instagram Reel	Yes	Sponsored by Brand or Paid partnership with Brand
Gifted skincare product review	Yes	Product provided by Brand
Restaurant tasting invite	Yes	Invited by Brand or as a Guest of Brand
Affiliate link in Story	Yes	Includes affiliate links
Discount code campaign	Yes	Paid partnership with Brand
Unpaid organic mention with no incentive	Usually no	No disclosure needed if there is truly no commercial relationship

The exact wording may vary by format, but the principle stays the same: users should not be left to infer the commercial arrangement on their own.

How to Disclose Sponsorships on Each Platform

For influencer marketing to be fully transparent and compliant with legal guidelines, disclosures are crucial. Social platforms such as Instagram, TikTok, YouTube, and Facebook provide native tools to make these disclosures clear and easily identifiable to the audience. 

Below is an in-depth guide on how brands in Singapore can disclose sponsorships effectively and ensure their campaigns remain compliant with ASAS and other relevant regulations.

1. Instagram: Using Native Tools for Clear Disclosure

• On Instagram, the most effective way to disclose paid partnerships is through the native “Add Paid Partnership” label in Creator Studio. This tool adds a “Paid partnership with [Brand]” tag below the influencer’s username, before any caption text is visible. This tag ensures that the content’s sponsorship is immediately clear to viewers.
• For Stories: When posting Instagram Stories, influencers should use the Branded Content tool. This label will appear consistently on the frame of the story, ensuring that viewers immediately see the content is sponsored, whether it’s a swipe-up link, a product demo, or a casual post.
• Using Instagram’s built-in tools is not just about compliance; it also ensures visibility and transparency. Simply using hashtags like #ad or #sponsored isn’t sufficient, as these don’t have the same visibility and brand integration as Instagram’s native labels, which are placed in the prime location above the post content.

2. TikTok: Ensuring Branded Content is Transparent

• On TikTok, influencers must toggle the “Branded Content” setting before posting the video. This will automatically apply a “Promotional Content” disclosure label at the top of the video, making it clear that the post is sponsored.
• For Ads: In addition to tagging content as branded, brands must also whitelist creator content through TikTok’s Creator Marketplace if they wish to use the video in Spark Ads (TikTok’s tool for promoting organic content through paid ads). This is critical for compliance with TikTok’s branded content policies.
• TikTok’s native tools provide a clear and non-intrusive way for influencers to disclose paid promotions. By using these tools, brands ensure that consumers know the content is paid for while maintaining a seamless user experience. 

Additionally, whitelisting content allows brands to leverage TikTok’s commercial power without violating platform rules.

3. YouTube: Clear and Visible Disclosure for Sponsored Content

• On YouTube, influencers must follow three key steps for proper disclosure:
  • Video Description: The video description should clearly state: “This video is sponsored by [Brand]”. This should be added at the top of the description to ensure visibility before viewers click on the video or scroll.
  • Verbal Disclosure: Influencers should also verbally disclose the sponsorship within the first 30 seconds of the video. This helps to capture viewers who might skip ahead or view the video without reading the description.
  • Checkbox for Paid Promotion: YouTube provides a “Includes Paid Promotion” checkbox in the video settings. Selecting this checkbox will automatically display a “Paid Promotion” overlay label at the start of the video, ensuring compliance with YouTube’s branded content guidelines.
• YouTube offers multiple layers of transparency, which are vital in building consumer trust. The combination of verbal disclosure, description tags, and automated overlay labels makes it clear to viewers that the content is sponsored. 

This reduces the risk of misleading the audience and helps avoid legal issues regarding non-disclosure.

4. Facebook: Using Branded Content Tags for Sponsored Posts

• On Facebook, brands and influencers must use the “Branded Content” tool, which is available for Pages (not personal accounts). When used, this tool automatically generates a “Paid” label in the post header, indicating that the content is part of a paid partnership.
• For Stories and Videos: Similarly to Instagram, the Branded Content tool can be used on Facebook Stories and videos to ensure transparency. This tool ensures that the “Paid” label is visible to users before they interact with the content.
• The Branded Content tool on Facebook is a direct and efficient way to disclose sponsored content, helping brands stay compliant while maintaining a professional, clean presentation. It also ensures that influencers and brands can avoid misleading practices and provide transparency to their audience.

Using the platform’s disclosure tools ensures that influencer campaigns comply with local regulations such as ASAS and MAS. Failing to disclose properly can result in legal penalties, loss of consumer trust, and damage to a brand’s reputation. 

Brands should use these tools to stay transparent, authentic, and compliant in their influencer marketing.

PDPA Considerations for Influencer Campaigns

Personal Data Collection: If influencer campaigns collect contest entries or personal data (e.g., email addresses, phone numbers), brands must comply with PDPA consent and data-handling obligations. Ensure that users provide explicit consent on how their data will be used and stored. Affiliate Links: Affiliate tracking links that collect user behaviour data (clicks, conversions) are subject to PDPA regulations. Brands need to ensure they have the necessary consent for this data collection and usage. Audience Data Transfer: Brands must not transfer audience data (e.g., remarketing lists) to influencers without a data handling agreement. Ensure both parties are compliant with the PDPA when managing personal data. Important for Campaigns: This is especially relevant for campaigns that involve giveaways, lead magnets, or performance-based affiliate programs, where personal data is collected and shared.

Emerging Issue: AI-Generated Content in Influencer Campaigns

As AI-generated content becomes more prevalent in influencer marketing, from AI-generated images, voiceovers, and scripts to fully synthetic influencer personas, disclosure requirements are evolving rapidly. 

In 2025, ASAS recorded an increase in complaints about AI-generated advertisements, receiving 7 complaints that year alone. This signals a growing area of regulatory scrutiny as AI tools are increasingly used to create influencer content.

• Authenticity Concerns: If an influencer uses AI to generate their image, likeness, or voice, the authenticity of the endorsement can come into question. Viewers may assume the content is fully authentic, even though it has been altered by AI. This misleading representation could harm both the influencer’s and the brand’s reputation.
• Disclosure Considerations: Brands should carefully consider whether AI-assisted content creation should be disclosed, particularly if the AI output significantly alters the influencer’s genuine opinion or appearance. For example, if AI is used to create hyper-realistic visuals or voiceovers that don’t align with the influencer’s true persona, this may require clear disclosure to avoid misleading the audience.

With ASAS’s trend of AI complaints growing, brands need to stay ahead of AI content regulations. The use of AI-generated content could quickly become a compliance issue, requiring clear guidelines on how to disclose AI-generated elements in influencer marketing.

Protecting Your Brand Through Influencer Marketing Contracts

While influencer campaigns can be an effective way to engage audiences and drive sales, they also carry legal risks. Contracts with influencers are crucial for enforcing compliance and protecting your brand. 

A well-crafted contract helps ensure both parties understand their rights and obligations, and it provides a legal framework to address issues that may arise. 

Below are the key clauses brands should include in influencer contracts to protect their interests:

• Compliance with Relevant Laws and Regulations: A strong influencer contract should include a clause requiring the influencer to comply with all relevant laws and regulations, including advertising standards, data protection laws (such as the PDPA), and sector-specific guidelines (e.g., MAS for financial products or HSA for health-related claims). This clause ensures that both the brand and the influencer are legally protected in the event of non-compliance.
• Full Disclosure of Commercial Relationships: The contract should require the influencer to fully disclose any commercial relationships in their content. This is critical for ensuring transparency and compliance with ASAS’s guidelines, which require influencers to clearly label sponsored posts, gifts, or affiliate links. A clause like this ensures that the influencer is legally bound to disclose sponsorships clearly to the audience.
• Preventing Deceptive or Misleading Content: Include a clause that requires the influencer to create content that does not mislead or deceive the audience. This protects the brand from potential reputational damage or legal consequences resulting from false or exaggerated claims made by the influencer. This clause should cover not just the content itself, but also any claims or messages that might mislead consumers.
• Termination Clause for Brand Protection: A termination clause should be included in case the influencer’s actions cause damage to the brand’s reputation. This allows the brand to terminate the contract and remove any damaging content if the influencer engages in behaviour that reflects poorly on the brand or violates contractual terms.
• Content Approval Rights: The contract should grant the brand the right to review and approve content before publication. This ensures that the content aligns with the brand’s values and complies with all legal and regulatory standards. Having this clause in place allows brands to ensure that content does not inadvertently breach regulations or misrepresent the product.
• Right to Request Removal of Non-Compliant or Damaging Content: Brands should include a clause that grants them the right to request the removal of non-compliant or damaging content. If the influencer publishes content that violates guidelines, misleads the audience, or causes reputational harm, this clause allows the brand to act quickly and remove the content from public view.
• Intellectual Property (IP) Ownership: The contract should specify the ownership of intellectual property (IP) created during the campaign. This includes ensuring the brand has the rights to repurpose influencer content (such as images, videos, or captions) for future marketing. Brands need to protect their content investments and avoid IP ownership issues.
• Indemnification Clauses: Influencer contracts should include an indemnification clause that protects the brand if the influencer’s noncompliance results in regulatory action or legal penalties. For example, if the influencer fails to disclose a paid partnership or makes false claims that result in legal action, the indemnification clause holds the influencer responsible for covering any legal costs or fines incurred by the brand.

Contracts serve as the enforcement mechanism for the terms of the collaboration and protect both the brand and influencer from potential risks, including reputational damage, legal penalties, and content disputes. Brands should work closely with legal professionals to draft contracts that not only comply with local regulations but also safeguard their interests in the ever-evolving influencer landscape.

Case Studies: Real-World Examples of Influencer Marketing Compliance

Influencer marketing compliance isn’t just theoretical; it has real-world consequences. Here are real-life examples and hypothetical scenarios to understand the impact of non-compliance and the regulatory landscape in Singapore and beyond.

1. ASAS Complaint and Enforcement

In 2025, ASAS received 379 pieces of advertising feedback, including complaints about AI-generated content. This marks a growing concern about AI in influencer marketing as the technology becomes increasingly widespread for content creation.

ASAS’s role in ensuring transparency and authenticity in influencer marketing is becoming more important as AI-generated content floods social media platforms. 

As AI tools (e.g., for creating images, scripts, or voiceovers) continue to improve, ASAS is actively monitoring whether such content misleads consumers.

Case Scenario:

• Incorrect: Brand A sends a gifted product to an influencer but doesn’t require disclosure. The influencer posts content without using a #sponsored tag. ASAS receives an inquiry, and the brand is asked to amend the post to include proper disclosure.
• Correct: Brand A ensures that the influencer discloses the partnership upfront, using the #sponsored label and Paid Partnership tag. ASAS receives no complaints, and the brand remains compliant.

2. MAS Increased Oversight of Financial Influencers

In 2025, the Monetary Authority of Singapore (MAS) implemented stricter guidelines for influencers in the financial services sector, particularly “finfluencers” who promote financial products or cryptocurrencies. 

The guidelines focus on ensuring that influencers are transparent about their partnerships and provide accurate financial advice.

MAS also issued advisory letters to influencers who were misleading consumers with unverified financial advice. This is a concrete example of regulatory enforcement, highlighting the need for brands to ensure that the influencer content they promote aligns with MAS standards.

Source:

• MAS introduces responsible online financial content guidelines and issues advisory letters to creators (September 2025)
• Tighter MAS measures on digital financial content in Singapore (advisory letters and guidelines)

Case Scenario:

• Incorrect: Brand B works with a finfluencer who fails to disclose their paid partnership and gives misleading investment advice. The influencer’s content receives consumer complaints, and MAS intervenes, imposing fines and sanctions on both the influencer and the brand.
• Correct: Brand B partners with finfluencers who disclose their relationships clearly using #ad and provide accurate and verified financial content. MAS praises the brand for compliance with financial marketing guidelines.

Common Mistakes Brands Make With Influencer Marketing Guidelines

Many influencer campaigns do not fail because the team intended to mislead. They fail because compliance was handled casually. In practice, most issues happen when disclosure rules are unclear, review processes are inconsistent, or creators are left to interpret compliance requirements on their own.

• Hiding The Disclosure Too Late In The Content: One of the most common mistakes is placing the disclosure at the end of a long caption, after a string of hashtags, or in a place users may not notice immediately. If the disclosure only appears after the audience has already consumed most of the message, it is much less effective. Place the disclosure at the start of the caption, within the visual where relevant, or early in the video so users can identify the commercial relationship right away.
• Using Vague or Unclear Disclosure Wording: Another frequent issue is using wording that does not clearly explain the relationship. A simple thank-you, a brand tag, or an unclear abbreviation may not be enough if it does not make clear that the content is sponsored, gifted, or commercially connected. Use plain, direct wording such as Sponsored, Paid Partnership With [Brand], Product Provided By [Brand], or This Post Includes Affiliate Links.
• Assuming Gifted Products Do Not Need Disclosure: Some brands assume disclosure is required only when cash is involved. In Singapore, that is too narrow. In-kind benefits such as free products, services, event invitations, or hosted experiences can still form part of a commercial relationship and may need to be disclosed. Treat gifting, hosted experiences, and other non-cash benefits as part of your compliance review process, not as exceptions to it.
• Leaving Disclosure Decisions Entirely To Creators: Brands also make mistakes when they rely fully on creators to decide how disclosure should be written or where it should appear. This becomes even riskier in larger campaigns involving multiple influencers, platforms, and content formats, where inconsistent disclosure can quickly become a broader compliance issue. Set clear disclosure rules in the campaign brief, provide examples of acceptable wording, and review content before publishing where needed.
• Overlooking Misleading or Unsupported Claims: Disclosure is only one part of compliance. A campaign can still create risk if a creator makes exaggerated, unsupported, or misleading claims about a product or service. In those cases, the issue goes beyond transparency and becomes a wider advertising compliance problem. Define claim boundaries before content creation begins, and ensure any performance, health, comparative, or product-benefit claims can be supported.
• Treating Compliance As A Last Minute Caption Fix: Another major mistake is checking for compliance only right before publishing. Proper influencer marketing compliance should begin at the briefing stage, continue through content review, and be monitored again after the content goes live. When compliance is treated as an afterthought, important issues are more likely to be missed.

Build compliance into the full campaign workflow, from briefing and content review to post-launch checks and record keeping.

Brands that treat compliance as part of campaign strategy rather than a last-minute content check are far more likely to protect credibility, maintain consumer trust, and build influencer campaigns that are both effective and sustainable.

How To Build A Compliant Campaign Using Influencer Marketing Guidelines

The most effective way to follow influencer marketing guidelines is to embed compliance into the campaign process from the start. Rather than treating disclosure as a final caption check, brands should view compliance as a structured workflow encompassing planning, briefing, review, and post-launch monitoring.

Step 1: Define The Commercial Relationship Before The Campaign Starts

Before you start, know what kind of deal you have: paid, gifted, affiliate, invite, or performance-based. This affects what you need to disclose and how you run the campaign. Once the arrangement is clear, document it early so the creator is not left guessing. This gives the campaign a more consistent compliance foundation and reduces the risk of unclear or mismatched disclosures later on.

Step 2: Set Clear Disclosure Rules In The Creator Brief

During campaign briefing, give creators direct instructions on what disclosure wording to use, where it should appear, and how visible it needs to be in each format. This is also the right stage to define claim boundaries, approval requirements, and any restrictions around product or service messaging.

If the campaign involves multiple creators, these instructions should be standardised as much as possible. Consistency matters because small differences in disclosure wording or placement can quickly become a wider compliance issue when spread across several pieces of content.

Step 3: Review The Content Before It Goes Live

Content review should go beyond checking tone, visuals, and brand fit. Brands and agencies should also assess whether the disclosure appears early enough, whether it accurately reflects the commercial relationship, and whether the content could be mistaken for independent editorial or purely personal opinion.

This is also the stage to review any claims the creator makes. If a product benefit, service outcome, or comparative point cannot be supported, it should be revised before publication.

Step 4: Check That The Disclosure Matches The Format

Different content formats create different compliance risks. A disclosure that works in a feed post may not be strong enough for Stories, Reels, short-form video, or affiliate content. Brands should ensure the disclosure is tailored to how the audience will actually consume the content.

For example, some disclosures may need to appear in the caption, while others should be visible in the creative itself or stated within the video. The goal is to make the commercial relationship easy to identify in context, not just technically present somewhere on the asset.

Step 5: Monitor Live Content After Publication

Compliance does not end once the post goes live. After publication, brands should review captions, Stories, video descriptions, and edits to ensure the disclosure remains intact and visible. 

This step is especially important in formats where content can be updated, trimmed, reposted, or reformatted after approval.

Teams should also save screenshots, approvals, and final content records in case any questions arise later. ASAS’s emphasis on clear identification and transparent disclosure makes post-launch monitoring more important than many brands realise.

Step 6: Turn Compliance Into A Repeatable Campaign Process

The most effective influencer programmes do not handle compliance differently every time. They turn it into a repeatable system with standard briefing language, approval checkpoints, claim review rules, and post-launch checks built into the workflow.

This is what separates one-off compliance fixes from a mature campaign process. When brands embed compliance into how campaigns are run, they are better positioned to reduce risk, maintain consistency, and scale influencer activity with greater confidence.

Example Influencer Brief Wording for Campaign Compliance

Below is a simple example of how a brand or agency can set out disclosure expectations in an influencer campaign brief.

Sample Campaign Compliance Brief

Campaign: [Campaign Name]

Brand: [Brand Name]

Creator: [Creator Name / Handle]

Content Format: [Instagram Reel / TikTok Video / Instagram Story / YouTube Video / Blog Post]

Commercial Arrangement: [Paid Partnership / Gifted Product / Affiliate Collaboration / Event Invite / Hosted Experience]

Disclosure Requirement

As this content involves a commercial relationship with [Brand Name], the partnership must be clearly disclosed and stated early in the content. The disclosure should be easy for users to notice and understand before they are influenced by the main message.

Approved Disclosure Examples

Use one of the following, depending on the format and arrangement:

• Paid Partnership With [Brand Name]
• Sponsored By [Brand Name]
• Product Provided By [Brand Name]
• Invited By [Brand Name]
• This Post Includes Affiliate Links

Placement Guidance

• For feed posts: place the disclosure at the start of the caption
• For Stories: place the disclosure clearly on the Story frame
• For short form videos: include the disclosure in the caption and, where appropriate, within the video itself
• For blog content: place the disclosure near the beginning of the article or before affiliate links appear

Content And Claims Guidance

Please ensure all statements about the product or service are accurate and can be supported. Do not make exaggerated, misleading, medical, guaranteed-result, or comparative claims unless these have been specifically approved in writing.

Approval Process

Please submit the draft caption, script, visual, or video for review and approval before publishing. Do not publish the content until written approval has been given.

Post-Live Requirement

Once published, please keep the disclosure visible and unchanged for the agreed campaign period. Do not remove or edit the disclosure without prior approval.

Short Copy And Paste Version

You can also include a shorter version like this in creator briefs:

Compliance Requirement: 

This content is part of a commercial collaboration with [Brand Name]. Please include a clear disclosure at the beginning of the caption or within the content itself, depending on the format. Approved examples include Paid Partnership With [Brand Name], Sponsored By [Brand Name], Product Provided By [Brand Name], or This Post Includes Affiliate Links. Please do not make unsupported claims, and submit the final content for approval before publishing.

Using a template like this helps turn influencer marketing compliance into a practical working process rather than a vague expectation.

Influencer Marketing Guidelines Checklist for Brands

Before launching any influencer campaign, brands should work through a simple compliance checklist:

Identify whether the content involves payment, gifting, invitation, affiliate benefit, or another commercial incentive.

• Confirm whether disclosure is required based on the relationship and campaign structure.
• State disclosure wording and placement rules clearly in the creator brief.
• Review all content before publication, where appropriate.
• Check that disclosures are visible early and easy to understand.
• Verify that product or service claims are accurate and supportable.
• Save records of briefs, approvals, captions, and live content.
• Monitor published content to ensure disclosures remain intact.

Google’s SEO guidance emphasises making content easy for users and search engines to understand, while its people-first content guidance stresses satisfying visitors with clear, useful information.

Turn Influencer Marketing Guidelines Into A Competitive Advantage

As influencer marketing continues to grow, the need for compliance has never been more critical. With the rise of social media advertising, brands are increasingly relying on influencers to connect with audiences authentically. 

However, the complexity of regulations across multiple jurisdictions, platforms, and sectors presents a challenge. From ASAS disclosure rules to sector-specific guidelines from MAS and HSA, staying compliant is essential to maintaining legal integrity and consumer trust. 

Running influencer campaigns without a structured compliance process is one of the most common and most avoidable risks Singapore brands face.  In an environment where misleading content or non-disclosure can lead to reputational damage, legal penalties, and loss of consumer trust, proactive compliance is a necessity. 

At MediaOne, we understand the delicate balance between compliance and performance. Our approach integrates ASAS disclosure requirements, creator briefing, and approval workflows into every campaign from day one. 

This ensures seamless compliance, enhances engagement, and supports your brand’s credibility rather than slowing it down. 

Ensure your next influencer campaign is both compliant and high-performing. With the right processes in place, you can focus on what campaigns resonate with your audience. Get in touch for a free strategy consultation

Frequently Asked Questions

Do Influencer Marketing Guidelines Apply To Employee Advocates Or Brand Ambassadors?

Yes, they can. ASAS’s social media framework applies broadly to parties involved in advertising and marketing communication, including marketers, endorsers, blog owners, agencies, and clients, so the principle is not limited only to traditional external influencers.

If an employee advocate or brand ambassador posts content as part of a commercial or promotional arrangement, the relationship should be made clear so audiences can recognise it as marketing communication.

Should Disclosures Be Different For Instagram Stories, Reels, And Blog Posts?

Yes, the disclosure should be adapted to the content’s format. ASAS says disclosures should be clear, prominent, and shown as early as reasonably possible. They should also be adapted to the content format, whether written, visual, or audio-only. In practice, that means a Story disclosure may need to appear on the frame itself, while a blog disclosure should appear near the beginning of the article or before affiliate links.

What should Singapore brands consider when planning cross-border influencer campaigns?

When running campaigns across multiple countries, brands must be aware of the different disclosure rules in each market. For example, in Australia, the ACCC enforces misleading content under Australian Consumer Law, making brands liable for influencer conduct. 

China requires influencers to clearly mark paid content as advertising, while Hong Kong imposes fines and imprisonment for misleading claims under the Trade Descriptions Ordinance. 

To stay compliant, brands should apply the stricter of the two regulatory frameworks when targeting multiple markets and work with an agency experienced in regional compliance to ensure a smooth multi-market campaign.

Can a brand be held responsible for an influencer’s non-compliant post?

Yes, brands can be held liable for an influencer’s non-compliant post, especially if the brand had prior knowledge or involvement in the content creation. Brands are responsible for ensuring that influencers comply with disclosure guidelines and advertising regulations, and failing to do so can result in legal consequences or reputational damage.

What Records Should Brands Keep For Influencer Campaign Compliance?

Brands should maintain practical records documenting how the campaign was briefed, approved, and published. This usually includes campaign briefs, approved disclosure wording, draft captions or scripts, screenshots of live content, and records showing the brand reviewed compliance before publication.

While ASAS’s guidance does not prescribe a detailed recordkeeping template, keeping this evidence helps brands demonstrate that they took appropriate steps to ensure the commercial nature of the content was clearly indicated.

Do Sector-Specific Rules Matter On Top Of General Influencer Marketing Guidelines?

Yes, they can. ASAS’s social media framework advises marketers to familiarise themselves with other relevant laws and guidelines that may regulate communication, meaning general influencer disclosure rules may not be the only rules that apply.

This is especially important in regulated sectors where advertising claims, endorsements, or consumer communications may be subject to additional requirements beyond general social media disclosure standards.

What happens if an influencer or brand doesn’t follow ASAS disclosure rules?

If an influencer or brand fails to comply with ASAS disclosure rules, they may face penalties such as public naming, required content amendments, and reputation damage. Brands can also be liable for non-compliance, potentially resulting in legal actions, fines, or further regulatory scrutiny.

Do influencer marketing guidelines apply to micro-influencers and nano-influencers?

Yes, influencer marketing guidelines apply to micro-influencers and nano-influencers as much as they do to larger influencers. Whether the influencer has 10K or 1M followers, the same disclosure rules (e.g., #ad, #sponsored) and advertising standards must be followed to ensure transparency and consumer trust.

How do I disclose a sponsored post on TikTok, Instagram, and YouTube?

• TikTok: Use the “Branded Content” toggle to label the post as “Promotional Content”. Ensure creator content is whitelisted if using Spark Ads.
• Instagram: Use the “Add Paid Partnership” label in Creator Studio, which automatically adds a “Paid Partnership with [Brand]” tag below the influencer’s username.
• YouTube: Include a disclosure in the video description (e.g., “This video is sponsored by [Brand]”), verbally mention it within the first 30 seconds, and use the “Includes Paid Promotion” checkbox in video settings to display a “Paid Promotion” overlay.

What are the new MAS rules for financial influencers in Singapore?

In 2025, the Monetary Authority of Singapore (MAS) implemented stricter rules for financial influencers. These guidelines focus on ensuring that financial content is accurate, transparent, and free from misleading claims. Influencers must disclose their paid partnerships and ensure their content complies with financial advertising standards to protect consumers from financial misrepresentation.

Does gifting a product without expecting a post still require disclosure?

Yes, gifting a product to an influencer still requires disclosure, even if there is no explicit expectation for the influencer to post. ASAS mandates that any benefit (e.g., free product, event invites) must be disclosed to ensure transparency with the audience.