Data Protection & Business Practice

There are 3 core areas, namely the DMAS Code of Practice, Data Protection Act and Advertising Standards Association of Singapore (ASAS).



DMAS Code of Practice


Through the Code of Practice, DMAS hopes to establish and maintain a credible and effective system of self-regulation that will meet the reasonable expectations of the direct marketing industry and its member companies.


The Code of Practice establishes standards of ethical conduct and best practices in the conduct of Member’s business and activities and has the support of the Consumer Association of Singapore (CASE).


With support from CASE, the Code of Practice serves as a reference document for the settlement of consumer disputes involving DMAS members, their customers and the general public and between members themselves


Members undertake to adhere to the Code of Practice and accept that a breach of its terms may result in disciplinary proceeding. Members further accept that they will abide by any conclusion reached by the ‘Code of Practice Committee” in such proceedings, subject to any right of appeal to the Executive Committee of the Association.


DMAS reserves the right to refuse membership to an applicant or withdraw membership if an applicant or member does not conform to the Code of Practice.

Download the DMAS code of Practice 1996, here.

Consumer Protection (Fair Trading) Act – CPFT


This Act provides the legislative framework to allow consumers aggrieved by unfair practices to have recourse to civil remedies before the courts.

Download the CPFT Amendment Act 2009, here.

Download the CPFT Cancellation of Contracts Regulations, here.

Download the CPFT Opt of Practices Regulations, here.


Data Protection


The Personal Data Protection Act (PDPA) establishes a data protection law that comprises various rules governing the collection, use, disclosure and care of personal data. It recognises both the rights of individuals to protect their personal data, including rights of access and correction, and the needs of organisations to collect, use or disclose personal data for legitimate and reasonable purposes.

The PDPA provides for the establishment of a national Do Not Call (DNC) Registry. The DNC Registry allows individuals to register their Singapore telephone numbers to opt out of receiving marketing phone calls, mobile text messages such as SMS or MMS, and faxes from organisations.

For more information on PDPA, please click here.
Download the Spam Control Act 2007, here.


Other Guidelines for Reference


DMAS Guidelines for Using Commercial Electronic Messages, here.

DMAS Commercial Electronic Messaging Compliance Checklist, here.

DMAS Commercial Electronic Messaging Compliance Checklist – SMS-MMS, here.


Advertising Standards Association Singapore


The Advertising Standards Authority of Singapore (ASAS) is an advisory council to the Consumers Association of Singapore (CASE). It was set up in 1976 to promote ethical advertising in Singapore and is the self-regulatory body of the advertising industry.

The ASAS aims to put in place a framework of self-regulation which means the responsibility of ensuring truthful advertising lies with both advertisers and consumers. This works in the interest of both advertisers and consumers because it ensures that through fair play, there is a balance of trust and responsibility between them. In the situation that an investigation into a misleading advertisement uncovers an unfair business practice, the ASAS may refer the matter to CASE for action to be taken under the Consumer Protection (Fair Trading) Act.