Advertising Ethics in Malaysia

According to Pollay (cited in Lee 2005, p. 57), ‘advertising is said to be a “distorted mirror” that reflects certain cultural values of the host country in which it exists’. It is a requirement for advertisers to practice code of ethics in advertising.

Malaysia is a multi-culture and multi-religious country. Advertisers have to consider about the cultural context before broadcasting or publishing any advertisement in the country. A news article ‘Media Prima pulls out “racist” Ramadan ads’ which was featured on The Malaysian Insider on 2 August 2011 reported that, previously, Media Prima had been criticized for broadcasting a controversial series of Ramadan commercials on 8tv channel. Some audiences claimed that it offended non-Muslims. Thus, ‘Media Prima Bhd was forced [to] axe [the controversial of commercials] … after it stirred a storm of protests online’ (Yow 2011).

Below is the controversial series of Ramadan commercials that is found racist (video provided by Neohpg 2011)：

[note: the video is used for discussion only; Not to offend anyone.]

Culture is one of the situational variables that cue readers about the meaning of a particular text, image or video. As Schriver (1997, p. 372) states, ‘frame of reference comes from various sources which interact during document design, including cultural knowledge about how signs (visual or verbal) typically work, both in particular contexts and among various groups of people’. In order to design an effective advertisement, advertisers must consider the underlying cultural codes, especially if the target audience is from multi-cultural countries, such as Malaysia. ‘Malaysians have realized that advertising can be a powerful force in shaping national values’ (Waller & Fam 2000, p. 10). As de Arruda, MCC and de Arruda, ML (1999, p. 166) affirm, ‘the social uses [of advertising] do influence the human behavior, since they reflect and condition the values system of a society’. Thus, in order to protect the nationality and cultural identity, the Advertising Stands AuthorityMalaysia has implemented The Malaysian Code of Advertising Practice.

According to Lee (2005, p. 72), ‘Islam plays a larger role in the formation of advertising guidelines’. For example, it is prohibited to use women as sex symbols in advertising. Among the codes, Media Prima has violated the principle of cultural sensitivities. In order to maintain and promote racial harmony in the country, ‘no advertisement should contain statements or suggestions which may offend the religious, political, sentimental or racial susceptibilities of any community’ (ASA 2008, p. 17).

As CMCF (n.d.) clarifies, ‘religious broadcasts are aimed at respecting and promoting spiritual harmony … not to convey attacks upon any race or religion’. In order to present an effective advertisement without creating misunderstandings and misinterpretations, it is necessary for advertisers to acknowledge the cultural context and the advertising ethics.

Last September in 2010, TV3 was also forced to pull out a Muslim commercial. Audience complained that ‘it appeared influenced by Christmas and Santa Claus’ (Associated Press 2011).

Another example of banned Malaysian Commercial (video provided by Lacersan 2010):

 

[note: the video is used for discussion only; Not to offend anyone.]

References:

ASA 2008, Malaysian Code of Advertising Practice, Advertising Standards Authority Malaysia, UNICEF, viewed 9 November 2011, <http://www.unicef.org/malaysia/Code-of-Advertising-Practice.pdf>.

Associated Press 2011, ‘Malaysia Ramadan TV ads axed amid racism complaint’, Yahoo! News, 3 August, viewed 9 November 2011, <http://news.yahoo.com/malaysia-ramadan-tv-ads-axed-amid-racism-complaint-042754396.html>. 

CMCF n.d., The Malaysian communications and multimedia content code, The Communications and Communications and Multimedia Content Forum of Malaysia, viewed 9 November 2011, <http://www.cmcf.my/download/CONTENT_CODE_(V6-Final).pdf>.

De Arruda, MCC & de Arruda, ML 1999, ‘Ethical standards in advertising: a worldwide perspective’, Journal of Business Ethics, vol. 19, no. 2, pp. 159-169, viewed 9 November 2011, <http://ezlibproxy.unisa.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=heh&AN=12129406&site=ehost-live>.

Lacersan 2010, Banned Malaysian TV3 Commercial, video, YouTube, 7 September, viewed 9 November 2011, <http://www.youtube.com/watch?v=bXVSsfl8Rho>.

Lee, CW 2005, ‘Cultural influences in television commercials: a study of Singapore and Malaysia’, Journal of Promotion Management, vol. 12, no. 1, pp. 57-84, viewed 9 November 2011, <http://search.ebscohost.com.ezproxy.taylors.edu.my/login.aspx?direct=true&db=ufh&AN=21983022&site=ehost-live>.

Neohpg 2011, TV8 advertisement for Ramadhan month on Monday 1^st August 2011., video, YouTube, 5 August, viewed 9 November 2011, <http://www.youtube.com/watch?v=zdSIcRTtjMI>.

Schriver, KA 1997, ‘The interplay of words and pictures’, in KA Schriver (ed), Dynamics in document design: creating texts for readers, Wiley Computer Pub., New York, pp. 361-441.

Willer, DS & Fam, KS 2000, ‘Cultural values and advertising in Malaysia: views from the industry’, Asia Pacific Journal of Marketing and Logistics, vol. 12, no. 1, pp. 3-16, viewed 9 November 2011, <http://www.emeraldinsight.com.ezlibproxy.unisa.edu.au/journals.htm?articleid=853999&show=abstract>.

Yow, HC 2011, ‘Media Prima pulls out ‘racist’ Ramadan ads’, The Malaysian Insider, 2 August, viewed 9 November 2011, <http://www.themalaysianinsider.com/malaysia/article/media-prima-pulls-out-racist-ramadan-ads/>.