Singapore has relaxed its 12-year-ban on chewing gum advertising.

Wrigley is one of the first to take advantage of the change and has launched a print and billboard push for Chiclets. The ads show Chiclets like rows of gleaming white teeth.

Singapore, notorious for its strict hygiene laws, reluctantly relaxed the chewing gum policy after signing a free-trade agreement with Washington last year.

Gum can only be sold by chemists and is restricted to products that have health benefits such as those which help smokers kick their nicotine addiction.

Wrigley was given the go-ahead after successfully arguing that the Orbit and Orbit White brands are "healthy" products because they are not only sugar-free but help whiten teeth.

An additional bonus is that they promote fresh breath.

Data sourced from:; additional content by WARC staff