‘Misleading’ banner urges public to stare at homes: Does outdoor advertising need more regulations?

A banner placed outside the Singapore Art Museum (SAM) in Pinnacle@Duxton, Singapore, encouraging passers-by to stare into residents’ windows until they notice it, has caused “confusion” and “discomfort” among residents, according to media monitoring firm Truescope.

The banner was part of SAM’s public art project, “A Daily Act,” which aimed to encourage people to notice everyday objects and details from a creative perspective. The project includes various messages around Tanjong Pagar, promoting mindfulness and observation in daily life.

Based on social media data analyzed by Truescope, most of the discussion took place on forums, with a peak on July 4 following the initial reactions on Reddit and reports in news outlets.

Don’t Miss: What Are the Key Rules and Regulations on Fake OOH Advertising in Singapore?

Reaction was mostly mixed to negative, it said. Many expressed concerns about the banner, suggesting it encouraged voyeurism and could potentially harass residents. They stressed that even art installations should respect residents’ privacy.

On the other hand, some netizens supported SAM and the banner, arguing that art should provoke thought and dialogue, which the banner effectively achieves. Meanwhile, several critics questioned the People’s Association’s support for the project, suggesting it could be seen as a misuse of funds, Truescope said.

Pushing the boundaries of OOH creativity in Singapore

Indeed, according to Shufen Goh, director and co-founder of R3 and president of AAMS, while the ad’s message is intended to positively encourage people to see “art in the everyday,” the banner placed in this particular context borders on “intrusive.”

“It’s commendable that brands are looking to create creative OOH campaigns tailored to specific locations, but it’s equally important for brands to consider how their audiences might feel when they encounter their ads,” she said.

She added that creativity in OOH should be encouraged because it can drive innovation, generate excitement and increase a brand’s organic reach. However, it should not infringe on the lives of others, as this ad unfortunately does.

Agreeing, Goh explained that there are several regulations regarding outdoor advertising in Singapore, mainly concerning the installation process and formal aspects of the ad design. However, approvals mainly depend on brand recognition rather than a set of standard guidelines.

She added:

Ultimately, the responsibility for content safety rests with the brand, agency and media owner.

Meanwhile, Ben Baker, Managing Director, Vistar Media, APAC, explained that OOH advertising is a form of public art that should evoke joy and be easily understood.

“Unfortunately, this banner misses the mark, potentially confusing passers-by. For building residents, it draws unwanted attention to their personal space, invading their privacy,” he said, adding:

This approach goes against the spirit of creativity and community that outdoor advertising should promote.

Does the OOH industry need more regulation in Singapore?

Baker added that in Singapore, OOH ads must seek approval from local authorities. Both digital and static ads must adhere to “strict guidelines” set by the Building Construction Authority to ensure outdoor signs do not contribute to streetscape clutter.

“Compliance with these local regulations is essential to maintaining the integrity of public spaces and respect for the people who inhabit them,” Baker said. “This approach ensures that advertising enhances, rather than disrupts, the environment.”

Baker added that brands should strive to authentically engage with audiences while avoiding misunderstanding or backlash, especially around privacy concerns. “The goal is to cultivate authentic connections, to enrich public spaces without invading private ones,” he said.

Baker doesn’t believe OOH advertising needs more regulation because overregulation can stifle the creativity that makes it so influential, he said.

“Instead, we should focus on educating marketers and brands about the responsible use of OOH. This will ensure that the interests of all stakeholders—building owners, city governments, marketers, agencies, and the public—are balanced and respected,” Baker added.

Photo courtesy of visitsingapore.com, Reddit

Discover transformative trends to strengthen your brand for sustainable growth. Join over 500 marketing minds at Digital Marketing Asia 2024 Singapore on October 1-2 and discover transformative trends to strengthen your brand, network with industry leaders and collaborate across industries, and discover real marketing wins and powerful ideas.

Related articles:
Asian landmarks choose sides in dynamic FOOH campaign ‘House of the Dragon’
MY DJ Buys Billboards to Celebrate Birthday: Are Personal Ads Really Common in Outdoor Advertising?
OPPO Takes Over Global Landmarks in a Quirky FOOH Campaign