Water filter firm AOX rapped for misusing consumer watchdog’s logo

Following the watchdog’s intervention, AOX admitted to committing the above offence, and gave an understanding to CCS to cease using its logo and to refrain from engaging in unfair trade practices, CCS said.

AOX will also issue a clarification on its website and at its physical retail outlets.

CCS Chief Executive Alvin Koh said the watchdog takes a firm stance against misleading marketing practices.

“CCS does not accredit businesses and did not review or verify AOX’s findings as claimed in this case,” he said. 

“Representations that CCS has verified any product-related claims when this was not done are an unfair trade practice as it misleads consumers.

“Businesses should not, in marketing their products or services, misuse CCS’s logo.” 

In a Facebook post on Tuesday, Consumers Association of Singapore (CASE) President Melvin Yong said the enforcement action by CCS against AOX “sends a clear signal” to businesses that misleading marketing practices will not be tolerated, and that guilty companies will be held accountable.

“Consumers often associate official logos and endorsements with credibility and quality,” he said. “Misusing these signals undermines trust and distorts consumers’ ability to make informed choices.”

He added that CASE will continue to work closely with CCS to ensure that businesses remain transparent and truthful in their marketing practices.

Consumers who encounter cases of unfair trade practices can report them to CASE. Those who encounter false or misleading advertisements can report them to the Advertising Standards Authority of Singapore (ASAS).