The Straits Times apologizes for brand safety oversight on front page print ad
Singapore-based medicated oil brand Axe Brand has apologised for its ad that ran on the front page of The Straits Times’ print edition alongside the headline news of a student being tragically killed by an axe.
The advertisement was arranged and booked in December 2020 with The Straits Times.
The headline story in The Straits Times on July 21 was about a secondary one student in River Valley High School being murdered by a secondary four student with the headline “Sec 1 student allegedly killed by Sec 4 student “.
At the bottom of the front page was an ad by Axe Brand promoting its medicated oil products.
The brand released a statement on Facebook saying the advertisement placement was not intentional, but “a very unfortunate coincidence”.
It said the advertisement was arranged and booked in December 2020 with The Straits Times.
Axe Brand added it was in deep sympathy and grief with the victim’s family.
The Straits Times apologised for the incident the next day, saying the “juxtaposition was inadvertent and unfortunate, in the light of the tragic incident.”
The newspaper added the ad had been “booked in advance of news development”.