THE lewd slogans and suggestive pictures used to promote matchmaking services have been axed from Singapore's newspapers and magazines.
Following several complaints last year, an industry authority has tightened advertising guidelines to mop up the sleaze in dating promos.
The Advertising Standards Authority of Singapore announced the changes yesterday, but they came into effect in March.
Now, dating ads must be in text, they cannot guarantee marriages, and they are restricted to the classified section of newspapers and magazines.
Dating agencies accredited by the Ministry of Community Development, Youth and Sports, however, can continue to run ads with pictures.
The agencies, whose promos are also not restricted to the classified section, do not "commoditise" people, unlike unlicensed firms, said the authority.
The organisation, which said it promotes "truthful, decent, honest and legal advertising in Singapore", will consider exempting some ads from the new guidelines.
Also, moneylenders who want to place an ad will now have to produce a copy of their licence. The move is designed to crack down on unlicensed moneylenders, who often look to drum up business through print ads. Their advertisements will have to carry the name of the moneylending company.
This article was first published in The Straits Times on July 2, 2008.
