The advertisement for an energy-efficient air conditioner was criticized for greenwashing, prompting the Advertising Standards Authority of Singapore to intervene.

An advertisement for an air conditioner featuring influencer Xiaxue has been banned by the Advertising Standards Authority of Singapore (ASAS) for making misleading environmental claims. The ad, which aired on PRISM+’s Instagram account, implied that purchasing an energy-efficient air-conditioning unit could help “save Earth,” a claim deemed as greenwashing — conveying a false impression of environmental friendliness.

The ASAS’s decision came after research revealed that many environmental claims made by companies online lacked clarity and sufficient evidence. The ad depicted Xiaxue, whose real name is Wendy Cheng, receiving a call from the “President” asking her to help “save the earth.” In the video, she adjusts the air conditioner to 23°C and wraps herself in a thick blanket, despite the aircon’s energy-saving features. The ad also included the tagline “Save Earth and electricity with 5 ticks energy saving.”

Prof Ang Peng Hwa, the chairman of ASAS, explained that it was unacceptable to promote air-conditioners as environmentally beneficial, given their high energy consumption. He emphasized that even if the appliance was energy-efficient, it could not be said to “save Earth.” ASAS also instructed PRISM+ to ensure that any energy-saving claims for their products be backed by third-party testing applicable to local conditions.

This marks the first time an advertisement has been banned in Singapore, and in Asia, due to greenwashing. While there had been previous complaints about greenwashing since 2020, they did not result in an advertising breach. The ASAS has made it clear that such misleading claims are not allowed under the Singapore Code of Advertising Practice, which aims to protect consumers from deceptive advertising.