Government Secrets Exposed: Social Media Influencers’ Role Revealed! [Video]

In a recent Parliamentary sitting on March 6th, Mr. Tan Kiat How, Senior Minister of State for Communications and Information, shed light on the Singapore government’s collaboration with social media influencers. This admission comes amidst growing scrutiny over such engagements and their transparency.

Mr. Tan clarified that while there isn’t a dedicated budget for influencer engagement, influencers may be roped in if their efforts complement broader communication initiatives. However, the effectiveness of these campaigns isn’t solely tracked, raising questions about accountability and impact assessment.

The discussion was sparked by a Parliamentary Question posed by Mr. Gerald Giam Yean Song, a Workers’ Party Member of Parliament. He probed into the existence of a budget for influencer engagement, the content disseminated by influencers, and how the success of these campaigns is measured.

Additionally, Mr. Giam raised concerns about transparency, questioning whether influencers are mandated to disclose their sponsoring agency. This is crucial in maintaining transparency and ensuring that sponsored content is clearly identified.

However, despite assurances from SMS Tan, concerns over transparency persist. In November 2022, SGAG, a popular content creator, faced backlash for sponsored posts lacking explicit disclosure. This raised valid concerns about transparency and the need for clearer guidelines in such partnerships.

During last year’s MCI budget debate, Ms. He Ting Ru and Mr. Leon Perera highlighted similar concerns about transparency and accountability. Ms. He questioned the effectiveness of significant expenditures on public awareness campaigns, urging for the publication of Key Performance Indicators (KPIs).

Mr. Perera emphasized the need for clear labeling on government advertisements, echoing concerns over SGAG’s lack of transparency. Despite reassurances from SMS Tan, recent controversies suggest that transparency issues persist.

The recent SGAG sponsored post, humorously linking a newborn’s name to Budget 2024 announcements, reignited criticism. Netizens lambasted the use of taxpayer funds for what they perceived as political promotion, calling into question the appropriateness of such expenditures.

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