Singapore Regulatory Body Prohibits Misleading Air Conditioning Ad After Environmental Concern, Marking Asia's First Verdict Against Greenwashing

15 Dec, 2023

Singapore Regulatory Body Prohibits Misleading Air Conditioning Ad After Environmental Concern, Marking Asia's First Verdict Against Greenwashing

A Singaporean consumer electronics company faced a ban from the country's advertising watchdog for a deceptive advertisement asserting that purchasing its energy-efficient air conditioners could "save Earth." The banned ad, part of a social media campaign for Prism+ Zero Smart Aircon units, featured local influencer Xiaxue (real name Wendy Cheng) wearing winter clothing, adjusting the air conditioner to 23°C, and wrapping herself in a blanket in response to a fictional president's call to "save the earth."

The advertisement's caption promoted the product's energy-saving capabilities with a "5 ticks" energy efficiency rating under Singapore's appliance energy efficiency classification system. Following a complaint, the Advertising Standards Authority of Singapore (ASAS) ruled the ad as misleading and demanded its removal from Instagram, which the advertiser complied with.

This ruling stands as Asia's inaugural instance of an advertising campaign being banned for greenwashing. Professor Ang Peng Hwa, ASAS Chairman, stated that the ad's claim of energy-guzzling air conditioners "saving the Earth" was unacceptable and misleading, breaching Singapore's advertising code regarding truthful presentation.

The watchdog instructed the company, founded by Singaporean Jonathan Tan in 2017, to substantiate any energy-saving claims through third-party testing applicable to local conditions, including comparative models by competitors.

This ruling arrives amid concerns about vague sustainability claims in e-commerce. A study by the Competition and Consumer Commission of Singapore and NUS Business School revealed that over half of the product sustainability claims lacked details or adequate support.

Air conditioners contribute significantly to Singapore's energy consumption, accounting for about 24% of a typical household's energy usage, according to National Environment Agency (NEA) data. The country's reliance on air conditioning stems from its tropical climate and urban heat island effect, despite recommendations for a 25°C setting, warmer than the ad's depicted 23°C.

As Southeast Asia warms, cooling technologies like air conditioning could escalate electricity demand, highlighting the importance of addressing misleading claims in advertisements concerning their environmental impact. Previous complaints filed regarding climate implications in advertising were dismissed, signaling the significance of ASAS's recent decision against greenwashing tactics.