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 Singapore Accredited Advertising Agency Association (4As), 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. We jointly own and operate the Audit Bureau of Circulations Singapore (ABC) with 4As and AMOS, providing independent audit and certification of circulation numbers to ensure that all claims by publishers are authentic and comparable. This will enable the accurate evaluation of media and aid the buying and selling of advertising space. Today, ABC has evolved to include web measurement standards, offering web and e-audits in accordance with international standards established by International Federation of Audit Bureaux of Certification (IFABC). SAA is a member of the World Federation of Advertisers and we work closely together in sharing know-how and fostering global best practices.