Demeaning ads for domestic workers in SG: Why they are still present and what needs to change

When it comes to advertising for goods and services, common phrases touting the value of a product or how affordable or efficient it might be are common. But when such phrases are labelled on people, it becomes an issue.

According to a recent article by The Straits Times, there are currently a number of maid agencies around the island which still use words such as "affordable" to describe domestic helpers from north-east India, while those from Myanmar are known for their “affordability and simplicity”. This comes despite the Ministry of Manpower laws requiring ads for domestic helpers to not liken them to merchandise.

As we roll into 2024, having such descriptions for domestic help is troubling. After all, how we word ads can have a direct impact on how people view or treat helpers, according to local women's rights and gender equality group AWARE.

"Our past research has shown how migrant domestic workers (MDW) often face challenging working conditions, including demanding workloads and a lack of proper rest," said a spokesperson from AWARE when MARKETING-INTERACTIVE reached out. Such demeaning language not only entrenches the existing view that domestic workers are less than typical employees but also appears to validate the exploitation they undergo.

AWARE added that while "dehumanising advertisements" can be combatted with tighter Ministry of Manpower regulations, the root of the issue still remains. “MDWs must be treated as employees who should be allowed similar rights, protection, and dignity as any other employee,” said AWARE adding that this would require policy shifts that will allow MDWs to be included in the Employment Act so they are afforded the same rights and benefits as other workers as well as a societal mindset shift.

The change starts with how we speak about domestic helpers in the ads that are put up, according to Shufen Goh, principal and co-founder of R3. "Agencies should focus on how their services and fees are better value for money, not the helpers," she said.

"As a society, we need to acknowledge that critical contribution of our helpers and educate employers and intermediaries to treat them with more respect," she added.

Goh explained that the use of insensitive language in advertising is a direct reflection of the attitude towards domestic helpers and migrant workers in Singapore.

If every employer treats their helper the way they’d like to be treated by their boss, they’d naturally find such advertising propositions offensive.

Agreeing with her, Jeff Cheong, chief executive officer at DDB Group Singapore said that the foreign domestic worker is, in many ways, part of the family. "When that framing is established, the human resource should not be ‘marketed’ like a robot," he said.

Instead, Cheong suggested that agencies focus on the capabilities and personal traits of the domestic helper that will complement the needs of a family when it comes to drafting their ads.

"Their support helps many to focus on work while their homes are cleaned; food is being prepared; children looked after; aged parents cared for and for some, a great help for families with a member who has special needs and illnesses," he said.

He added that viewing them as such both personally and in ads will create a cultural and mindset shift with employers and domestic helpers which is key.

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