9. Advertising Aspects

Nutritional Milk Powder and UHT Milk
Singapore

This section provides information on regulations on advertising and if there are any restrictions or approval processes.

9.1 Applicable Advertising Regulation

General Foods

Singapore Food Agency has similar rules for labeling and advertisement. All claims related to food products used for advertisement must comply with Singapore Food Regulations, as per Section 5 of this guidebook - Claim requirements - regarding permitted and prohibited claims. 

Product

1) Milk Powder

There are no requirements specific to milk powder. It should comply with the requirements for "General Foods" above.

2) Ultra Heat Treated Milk

There are no requirements specific to UHT milk. It should comply with the requirements for "General Foods" above. 

9.2 Specific Restrictions on Advertising

General Foods

None. 

Product

Milk Powder and Ultra Heat Treated Milk 

Products that are considered as Nutri-Grade beverages (see Section 4.5 of this guidebook) and graded “D” following the Nutri-Grade criteria are prohibited from advertising, except in certain circumstances detailed in Regulation 184F(2) [4]. Advertisements of Nutri-Grade beverages graded “D” at the point-of-sale (POS) platforms (limited to physical and online variety shops) are allowed provided the Nutri-Grade “D” mark is clearly displayed. 

Refer to Industry Guidance in [5] for more details.

9.3 Advertising Approval

General Foods

Authority approval is not required. Singapore Food Agency does not provide label/advertisement vetting services. Food traders have the responsibility of ensuring that your food product label/advertisement fully complies with the requirements under the Food Regulations.   

Product

1) Milk Powder

There are no requirements specific to milk powder. It should comply with the requirements for "General Foods" above. 

2) Ultra Heat Treated Milk

There are no requirements specific to UHT milk. It should comply with the requirements for "General Foods" above. 

9.4 Other Notes or Requirements for Advertising

General Foods

Food businesses are encouraged to refer to the guiding principles in the Singapore Code of Advertising Practice administered by the Advertising Standards Authority of Singapore, an advisory Council under CASE, on ethics in advertising [2]. In addition, the Guidelines for Food Advertising to Children apply for “child” defined as a person 12 years old or younger [3].   

Product

1) Milk Powder

Same as "General Foods" above.

2) Ultra Heat Treated Milk

Same as "General Foods" above.

9.5 References

1. Singapore Food Regulation 

https://sso.agc.gov.sg/SL/SFA1973-RG1?DocDate=20211230&WholeDoc=1#pr254-

2. Singapore Code of Advertising Practice

https://asas.org.sg/About/Code

3. ASAS Advisory on Children’s Code for Advertising Food and Beverage Products 

https://asas.org.sg/About/Childrens-Code

4. Regulation 184F, Singapore Food Regulation

https://sso.agc.gov.sg/SL/SFA1973-RG1?DocDate=20240520&ProvIds=P1IV-#pr184F-

5. Guideline for implementation of the labeling and advertising requirements for Nutri-Grade beverages

https://go.gov.sg/industryguidance