Forum: Don’t let eateries misuse the Michelin name to promote themselves

The recent release of the Michelin Bib Gourmand selection prompted me to reflect on how some food and beverage operators use the Michelin name in their marketing and publicity (

11 new entries on Singapore’s Bib Gourmand list, including three re-entries at Old Airport Road

, July 17).

Is there a governing body that regulates the use of the Michelin Guide label in commercial promotion? I have observed that certain establishments continue to promote themselves as Michelin-recognised years after being listed, often without specifying the year. This creates the impression that they are current awardees, which may no longer be the case.

What I find more concerning is that some operators claim titles such as “Singapore’s No. 1 Michelin-Rated Best Selling (Dish)” despite having no record of being listed by the Michelin Guide at all. This not only misleads consumers, but also undermines the integrity and prestige of being recognised by the Michelin Guide.

Given the weight the Michelin Guide carries among both residents and tourists, I believe there should be greater accountability and clarity in how its name is used.

Shouldn’t past awardees be required to state the year of the award in their promotional materials? And should there be penalties for those who make false claims?

Just as companies cannot misuse official certifications or trademarks (such as halal or ISO marks), businesses should not be allowed to exploit the Michelin brand for marketing gain without proper basis.

If left unchecked, such practices dilute the value of genuine accolades and mislead the public who rely on these endorsements when making dining decisions.

I hope the relevant authorities, in collaboration with the Michelin Guide, will consider introducing clear guidelines or enforcement mechanisms to protect consumers and uphold the credibility of the Michelin distinction.

Ray Lim