According to a statement from the ABC, the publications in question comprise of a “business publication and several lifestyle magazines” that are found to be in breach of ABC rules by implying they are still an ABC audited publication.
When contacted, a spokesperson from the Singapore 4As said: “We are not naming the publications as it is not our intention to single them out for public shame. Our statement is aimed at educating the media industry and bringing attention to the long-due subject on the importance of audit integrity of circulation numbers.”
She added: “It is time that ABC step up to set things right and we hope to send a strong signal to not only those involved but to the publication industry as a whole that they are accountable to their advertisers to provide audited circulation figures.”
The offending publications should not be making references to the ABC in their rate card or publishing the ABC logo. Statements that make references to old audit figures or audit certifications also account for an infringement of ABC rules.
ABC has sent warning letters to errant publishers representing 10 publications who continue to claim that they are ABC audited. Sufficient grace period was also given to these publications to comply and submit their returns for new audits.
However, these publications are still claiming to be audited even though their last audit period dates back to between 2001 and 2007. Checks are now being conducted on the rest of the publications for compliance.
Commenting on the errant publishers, Pat Lim, chairman of ABC, said: “It has to be clearly established that being previously audited by ABC doesn’t give publications the right to claim to be an ABC audited publication. Some of them not only misuse the ABC logo, they even blatantly inflate the circulation figure that accompanies the ABC inference.”
Lim added: “ABC will not tolerate action that underscores a disregard of audit integrity and sends out a stern warning to publishers against the abuse of the ABC logo.”
The objective of the ABC is to protect the advertiser, the advertising agency and subscriber from false claims. It takes a stand on instilling discipline in audit compliance and to facilitate action against misuse and abuse of the audited publication status.
Media buyers and advertisers are strongly advised to always check for the authenticity of any claims that the publication has been audited by the ABC by asking for the latest Certificate of Audited Circulations for verification.
Click here for the current list of ABC audited publications. Only those on the list can lay claim on being ABC audited.
The Audit Bureau of Circulations Singapore (ABC) is a not-for-profit organisation managed by a board of directors from three constituent associations including the Advertising Media Owners Association Singapore (AMOS), the Association of Accredited Advertising Agents Singapore (4As) and the Singapore Advertisers Association (SAA).
When contacted, a spokesperson from the Singapore 4As said: “We are not naming the publications as it is not our intention to single them out for public shame. Our statement is aimed at educating the media industry and bringing attention to the long-due subject on the importance of audit integrity of circulation numbers.”
She added: “It is time that ABC step up to set things right and we hope to send a strong signal to not only those involved but to the publication industry as a whole that they are accountable to their advertisers to provide audited circulation figures.”
The offending publications should not be making references to the ABC in their rate card or publishing the ABC logo. Statements that make references to old audit figures or audit certifications also account for an infringement of ABC rules.
ABC has sent warning letters to errant publishers representing 10 publications who continue to claim that they are ABC audited. Sufficient grace period was also given to these publications to comply and submit their returns for new audits.
However, these publications are still claiming to be audited even though their last audit period dates back to between 2001 and 2007. Checks are now being conducted on the rest of the publications for compliance.
Commenting on the errant publishers, Pat Lim, chairman of ABC, said: “It has to be clearly established that being previously audited by ABC doesn’t give publications the right to claim to be an ABC audited publication. Some of them not only misuse the ABC logo, they even blatantly inflate the circulation figure that accompanies the ABC inference.”
Lim added: “ABC will not tolerate action that underscores a disregard of audit integrity and sends out a stern warning to publishers against the abuse of the ABC logo.”
The objective of the ABC is to protect the advertiser, the advertising agency and subscriber from false claims. It takes a stand on instilling discipline in audit compliance and to facilitate action against misuse and abuse of the audited publication status.
Media buyers and advertisers are strongly advised to always check for the authenticity of any claims that the publication has been audited by the ABC by asking for the latest Certificate of Audited Circulations for verification.
Click here for the current list of ABC audited publications. Only those on the list can lay claim on being ABC audited.
The Audit Bureau of Circulations Singapore (ABC) is a not-for-profit organisation managed by a board of directors from three constituent associations including the Advertising Media Owners Association Singapore (AMOS), the Association of Accredited Advertising Agents Singapore (4As) and the Singapore Advertisers Association (SAA).
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