Singapore – The Competition and Consumer Commission of Singapore (CCS) has released a new guide to assist businesses in making accurate and substantiated claims about their products or services.
The guide focuses on “Quality-Related Claims,” which refer to statements about the qualities, uses, or benefits of a product or business.
According to CCS, the publication follows concerns over potential greenwashing and recent enforcement actions against businesses found to have made misleading claims.
The guide outlines five key principles that businesses should follow when making product claims: claims should be true and accurate; clear and easily understood; meaningful; accompanied by material information; and supportable by evidence. Each principle is accompanied by examples and best practices, including verifying accuracy before communicating to consumers, avoiding vague or overly broad statements, and providing credible substantiation.
CCS said the guide includes case studies to help businesses apply these principles in specific contexts. The agency also noted that it had sought input from industry suppliers and business associations during the guide’s development. The guide is available on the CCS website.
Consumers are also encouraged to play a role in promoting fair and accurate marketing. The guide advises consumers not to accept marketing claims at face value and to consider whether such claims meet their needs or are backed by credible information.
CCS’s Chief Executive, Alvin Koh, said, “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. 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 may approach the Consumers Association of Singapore (CASE) for assistance.
