Once upon a time, there was a well-liked and well-regarded actress. But one day, she pulled an I’m-retiring-no-lah-I’m-not stunt on social media and was faced with a barrage of criticism.
The moral of the story though is not that obvious.
The announcement by MediaCorp actress Rebecca Lim was a bolt out of the blue and it appeared on her Instagram account on Feb 12 morning. It has since been removed but here is the contentious text which accompanied a picture of her smiling with a sparkler in hand: “Hi everyone. I’ve decided to do something that will change my life. I have been thinking about it for a while now as I know it has to be done. I’m all set, and I’m retiring. I know you have questions for me and I will answer them real soon. Meanwhile, be happy for me.”
It seemed like a genuine post and her fans were soon leaving messages of support while others expressed how they felt with strings of broken heart emojis.
Ten hours later, over a telephone conference call, she revealed that she was not in fact retiring and this was merely an advertisement for an insurance company.
She said: “I feel sorry for any misunderstanding that is being caused. Unfortunately, there are many people who have misinterpreted or misunderstood... I don’t think I’m making use of the media. I’m just trying to maximise my reach as a celebrity.”
Really? Misinterpretation? Misunderstanding?
She is plainly being disingenuous as the wording was deliberately misleading.
When the Instagram post first surfaced, a few of us had debated what else she could have meant by “retiring”. Perhaps she was “retiring” to bed with confetti and sparklers, fulfilling a long-cherished fantasy and hence wanted us to be happy for her.
But then the wording seemed sincere, and if so, this was big news for one of the brightest stars on both Channel 8 and Channel 5 to suddenly up and quit.
So we tried to verify with MediaCorp and Lim herself on the contents of the post on Feb 12. And we were consistently stonewalled.
MediaCorp’s artist managers replied with the same holding line: “Thank you for your concern about Rebecca. She will have answers to your questions soon.” Artists could not be reached for comment as they were “filming”. (In case “filming” means something different in their book the way “retiring” does.)
Lim herself promised to update “as soon as I can” but when asked specifically if it was a publicity stunt, silence.
Ten hours after the post went up, she said “sorry for any misunderstanding” – which felt a little like “sorry you were gullible” – but this was something she had the opportunity to clear up at any point, certainly when asked point blank.
Her claim of “I felt it was my responsibility to clear the air immediately” rings hollow. As it was, the revelation came too late for us as Life had already gone to print.
One can only conclude that the “misunderstanding” – the numerous online reports of her retirement flaming further curiosity – was exactly the effect intended.
Meanwhile, “sorry” seems to be the hardest word as both Lim and the insurance firm in question have stopped short of apologising for stringing fans and the media along.
She had asked her supporters to be happy for her and then all those well wishes were cavalierly crumpled and tossed into the bin. In the video posted to her Facebook account at 10.39pm on Feb 12, she looks way too chipper and incredibly enough, is still trying to peddle insurance.
So what are the lessons here?
Thou shall not use social media as an advertising platform? The ship has long since sailed on that front as bloggers and celebs hawk products with big smiles and personal discount codes.
But advertisements in newspapers, on television and over the radio have to be clearly indicated as such. Perhaps it is time for such a code of conduct to be extended to social media platforms as such Instagram and Facebook which are also used to shill products. Lim herself had previously used Instagram to sing the praises of nutritional supplements and skincare products in what were, without a doubt, paid endorsements. So clearly, she knows where the line is.
That your popularity will take a hit when you pull a stunt like this? In fact, Lim’s followers on Instagram have edged up from 229,000 on late Feb 12 night to 230,000 on Feb 16, proving the cynical aphorism that there is no such thing as bad publicity.
What is also true is that her credibility has taken a hit, even if that is harder to put a number on.
And there is also a lesson for everyone else, never take at face value what a celeb says. It turns out that a social media account is a fairy tale too and fairy tales have to be taken with a pinch of salt and a dose of reality check.
(edited on ST)

The year can only get better for local singer-songwriter JJ Lin. He was punched by a man at an autograph session in Taipei on Jan 1. According to China Times, Lin was taken to the hospital in an ambulance and then the trooper returned to the venue to continue with the autograph session.
Unfortunately, he is not the only Asian star who has been assaulted. Who knew entertainment was such a risky business?

1. Stefanie Sun
The homegrown songbird has been attacked not once, but twice.
While promoting her debut album Yan Zi in Taiwan in 2000, a man tried to take her hostage with an air-gun at an autograph session. He was arrested.
Then there was the controversial incident in Egypt in Feb 2007, where she had gone to film two music videos for the album Against The Light. It might not have been an attack exactly but there were murky claims of guns, guards and extortion attempts.

2. Jam Hsiao
In Oct 2013, Taiwan's Jam Hsiao escaped being hit by a container of faeces flung by two men. Instead, the excrement landed on his driver. For the poo attack, four men were later charged with intimidation and public insult.

3. AKB48
Two members of the mega Japanese girl group AKB48 were hospitalised after being attacked by a man wielding a 50cm saw at a regular meet-the-fans event in Takizawa last May. Rina Kawaei, 19, and Anna Iriyama, 18, received emergency surgery for broken bones in their right hands and they also suffered cuts on their arms and heads.

4. Girls' Generation
Towards the end of a performance by the Korean girl group of Run Devil Run at the Angel Price Music Festival in Seoul in April 2011, a man walked onstage. He headed straight for Taeyeon and then pulled her offstage. He was quickly stopped and no charges were filed. The incident can be seen on YouTube.

5. Eric Tsang
The popular Hong Kong entertainer was attacked by three men wielding torchlights, ash-trays and glass bottles at a private club in Kowloon in July 2001. He suffered serious head injuries and received at least 20 stitches. The attack was said to be triad-linked and at one point, singer Joey Yung was arrested in connection with the case.
(ST)