For funeral-service providers, going digital is an excellent way to stay relevant and on the minds of potential consumers, and to advertise their services.

It has also created more interest in the funeral industry, as seen in the uptick of graduates joining the profession.

By comparison, print advertisements in major newspapers seem to serve as page fillers, so that families know where to look for contacts when the need arises. This remains an effective platform to make known one’s services to the Pioneer and Merdeka Generations who continue to rely on daily newspapers for information.

But given the cost, only a few companies are able to advertise their services in print publications. This restricts readers’ access to information.

There should be greater effort to encourage the creation and curation of useful and practical resources relating to death and funerals. I hope the mainstream media can reproduce more information online in the print medium as well. 

As Singapore’s population ages, there is a need to relook the Television and Radio Advertising and Sponsorship Code.

The code, which governs advertisements and sponsored programmes by licensed service providers, does not allow advertisements on radio for death and funeral services. It also restricts such advertisements on TV to between 11pm and 6am.

The Info-communications Media Development Authority (IMDA) should consider removing these restrictions and incentivising the funeral profession to market and raise awareness of funeral services, and increase death literacy, on TV and radio throughout the day.

Since the code does not cover online advertising and publicity, how does IMDA ensure that the material put forward by funeral companies is subtle, tasteful and inoffensive to the public?

Are there guidelines that funeral professionals can refer to for online conduct? In the event of a violation, what are the powers accorded to IMDA that will ensure regulations, if any, are being followed?

As Singapore builds a vibrant media sector, the funeral profession should not be left out of the conversation.

IMDA also has a critical role in promoting death literacy in Singapore, and equipping more Singaporeans with useful information to make sound and responsible end-of-life decisions.

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