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Ministry of Trade and Industry
3. Parliamentary replies

Oral reply to PQ on Consumer Protection for livestream commerce transactions

9 September 2026

Question:

Mr Melvin Yong Yik Chye: To ask the Minister for Trade and Industry (Energy and Industry) given the growing popularity of livestream commerce, whether the Government will consider imposing greater consumer protection obligations on platforms that facilitate such transactions, including measures against misleading claims by sellers.

Oral Answer (to be attributed to Minister for Trade and Industry (Energy and Industry) Dr Tan See Leng)

1.       Under the Consumer Protection (Fair Trading) Act 2003 (CPFTA), it is unfair practice for a business to make false or misleading representations, or exert undue pressure on a consumer to enter into any transaction in both physical and online settings, including livestream broadcasts. 

2.       Consumers who have encountered potential unfair practices, including those in livestream commerce, should approach the Consumers Association of Singapore (CASE) for assistance. CCS will not hesitate to take enforcement action against businesses engaging in egregious unfair practices. For example, CCS took action against PRISM+ last year, in relation to problematic features on its website which created false urgency in order to pressure consumers into hasty purchases. The Government will also work with CASE to raise consumer awareness of unfair practices and help them to make more informed decisions. 

3.       Businesses and marketers, including livestreamers, should take note and abide by the Singapore Code of Advertising Practice, issued by the Advertising Standards Authority of Singapore (ASAS) under CASE. The Code sets out detailed guidelines on ethical advertising and marketing practices via social media, and is available on ASAS's website. 

4.       In March 2025, the Government convened an independent Consumer Protection Review Panel to review key consumer concerns and measures, including those arising from online commerce and introducing mandatory cooling-off periods. The Panel is expected to publish its findings and recommendations later this year. The Government will study the Panel's recommendations and consider the necessary additional measures.