S’pore Advertising Watchdog Claims PRISM+ Ad Featuring Xiaxue is Unacceptable & Misleading

By
Shernice Sim
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PRISM+ Faces Ad Backlash: Singapore’s Advertising Watchdog Deems ‘Greenwashing’ as Unacceptable

Singapore’s advertising watchdog, the Advertising Standards Authority of Singapore (ASAS), has taken issue with claims made in an advertisement by Singapore-born-and-bred electronics company PRISM+.

The advertisement, which featured social media personality Xiaxue, promoted the PRISM+ Zero Smart air-conditioner.

The now-deleted advertisement in question features Xiaxue called on a mission to “save the Earth” by an off-screen, fictional president.

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She puts on winter clothing and adjusts the temperature of the air-conditioner to 23 degrees Celsius, then snuggles under a blanket. 

The caption of the advertisement reads, “Save Earth and electricity with 5 ticks energy saving.”

(The 5 ticks refers to Singapore’s classification system for the energy efficiency of electrical appliances, with 5 ticks being the highest rating.)

What was Wrong About this Advertisement

According to ASAS, the claims in the advertisement were deemed “not acceptable.”

The controversy revolves around assertions that using the PRISM+ air-conditioner model is the “best tip” to “save Earth.”

Professor Ang Peng Hwa, Chairman of ASAS, noted that these claims are deemed to be “greenwashing”, and are not acceptable under the fifth general principle of the Singapore Code of Advertising Practice (SCAP).

This principle dictates that advertisements should not mislead with inaccuracy, ambiguity, exaggeration, or omission, or misrepresent any matter likely to influence consumers’ attitudes.

ASAS reminded PRISM+ that any claims regarding energy savings should be substantiated via tests conducted by independent parties in conditions applicable to Singapore’s context.

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PRISM+ was informed of ASAS’s decision, and the company chose to remove the Instagram post in question, and the post is no longer available as of Friday, 15 December 2023.

PRISM+’s Response

PRISM+ has always been known for their “playful and tongue-in-cheek” advertisements.

In August 2023, PRISM+ came out with a series of unique videos advertising their PRISM+ Q Series Ultra Google TV, all of which depicted users being transported into absurd scenarios due to the immersive nature of their technology. 

As much, the Zero Smart air-conditioner advertisement may simply be the latest instalment of what a PRISM+ spokesperson claims to be “satirical humour”.

The spokesperson told the Straits Times that they believe consumers are able to discern that no matter how efficient an air-conditioner may be at saving energy, it is still bad for the environment at the end of the day.

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PRISM+ also responded to Channel News Asia (CNA) on Friday evening, asserting that the ad had stopped running weeks before ASAS approached them on 5 December.

The company stated that the advertisements were scheduled to run from 17 October to 19 November.

PRISM+ emphasised to the press its commitment to transparency regarding product features and quality.

The company maintained that the energy-saving features highlighted in the ad were not misrepresented and expressed its readiness to stand by that assertion.

It also acknowledged its healthy relationship with ASAS, stating that it would always consider ASAS’ point of view concerning advertorial guidelines, especially if it affects consumers.

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In response to questions about refining future marketing campaigns, PRISM+ affirmed its willingness to maintain a cooperative working relationship with ASAS and other organisations for the benefit of consumers.

In the meantime, you can learn how to use your air-con wisely here!

The “Greenwashing” Phenomenon

Greenwashing, defined as the act of making false or misleading claims about the environmental merits of a product, service, or technology, has been a growing concern worldwide.

In Early December, the UK’s Advertising Standards Authority took action against advertisements from Lufthansa, Etihad, and Air France, due to the airlines’ exaggeration of their environmental commitments.

Simultaneously, in Hong Kong, specific dehumidifiers were recalled by the government following tests that revealed their energy efficiency was lower than claimed, especially when used with Hepa filters.

In Singapore, the Consumer Protection (Fair Trading) Act protects consumers against false or misleading claims, including those related to greenwashing.

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Minister of State for Trade and Industry Alvin Tan stated in Parliament in March 2023 that the Consumers Association of Singapore and the Competition and Consumer Commission of Singapore (CCCS) had not received any specific complaints about greenwashing.

However, a study by the CCCS and the National University of Singapore Business School in November revealed that more than half of online product claims were vague, with insufficient elaboration or details to support the claims.

As a response to these issues, the CCCS announced that it was developing a set of guidelines to address greenwashing conduct by suppliers.

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Shernice Sim