About SAA

Mission Statement

“Champion the interests of advertisers, create networking oppurtunities and enhance the marketing-communications capabilities of our members by providing guidance, training and education”

Singapore Advertisers Association is a non-profit organisation that was formed in 1952. Representing both local leading brands as well as multi-national brands, we are the only trade body focused solely on the interest of advertisers in Singapore.

We work closely with other industry bodies such as the AAMS (Association of Advertising and Marketing Singapore) that was formed on 1 Nov 2019, with the merger of the 4As (Association of Accredited Advertising Agents Singapore) and the Institute of Advertising (IAS); and the Association of Media Owners Singapore (AMOS) and respective government agencies to further the marketing communications industry.

In collaboration with the 4As and AMOS, we initiated and published the Singapore Code of Advertising Practice (SCAP). It was later incorporated and adopted by the Advertising Standards Authority of Singapore (ASAS) to form the basis of self-regulation and high standard of ethical advertising. Today, SAA continues to be actively involved in ASAS, with a seat on the Council representing the voice of advertisers and championing advertiser freedom in a responsible manner. We believe in advertising responsibly and actively support self-regulation.

Together with the Singapore 4As and AMOS, we jointly owned the Audit Bureau of Media Consumption (ABC). ABC ceased operations in 2019.