Malaysia, like many nations, regulates its advertising landscape with a keen eye on cultural sensitivities, social harmony, and ethical considerations. While some advertising restrictions may seem straightforward, others delve into the realm of the unexpected.

In this exploration, we uncover four curious prohibitions imposed on Malaysian advertisements. Shedding light on the intricacies of the country’s advertising restrictions and regulations, and the underlying rationales behind them.

1. Armpits Cannot?!

While it may seem surprising, Malaysian media generally prohibits the display of armpits. If you’ve caught a glimpse of them somewhere, it’s not your imagination running wild. Authorities do not consistently enforce the ban on armpits. The reasons behind this restriction remain unclear, but many media and advertising firms opt to censor armpits, likely to steer clear of controversy.

Despite this restriction, the ubiquitous nature of deodorant advertisements means that encountering armpits in ads is nearly inevitable. However, while extreme close-up shots of armpits may be deemed inappropriate, many brands advertise deodorants from a side view. They would usually avoid the direct exposure of the entire armpit. Or maybe just straight away showcase the product.

We all have armpits. It shouldn’t be a problem… right?

2. Medical And Legal Services

While some know it as a fact, many are unaware that strict advertising restrictions apply to professionals like lawyers, doctors, and dentists. Concerns about potential misinformation, unfair advantage among peers, and the perception of healthcare as a commercial enterprise prohibit individual practitioners from promoting their practices. This practice, common in many countries, aims to prevent essential services from becoming overly commercialized, though debates persist about its effectiveness.

While the rationale behind the regulation is understandable, the Malaysian Medical Council and numerous doctors advocate for a more flexible approach.

3. The ‘Merdeka’ Word

At the end of August in 2015, authorities instructed advertising agencies and media outlets to remove all occurrences of the word “MERDEKA” from their promotional materials. Some speculated that it signalled a move toward a dystopian police state, with very sensitive topic trending at the time. However, the actual reason behind the directive was to foster greater inclusivity of Sabah and Sarawak.

There is nothing wrong for Malaya to celebrate its 58th year of independence, and Sarawak and Sabah will celebrate it with them if invited. However, he said it would be historically wrong if the federal government declared August 31 as Malaysia’s 58th year of independence. It is therefore wise to omit the words ‘Merdeka’ and ‘58th year of Malaysia’ on August 31. Malaysia’s 52nd year of independence is September 16, 1963 and not August 31, 1957,”

Land Development Minister Tan Sri Datuk Amar Dr James Masing

4. Places Of Worship

The Ministry of Home Affairs provides a list of banned advertising materials, which includes prohibiting advertisements featuring images of the Kaaba or mosques in the background. Unfortunately, the reasoning behind this restriction remains elusive, leaving our curiosity unsatisfied. However, an advertising lecturer from a local university generally discourages the use of places of worship in ads from an ethical standpoint.

Interestingly, amidst this ban, there are TV programmes that show these kinds of places. Why?

The keyword here is “global TV advertising.” The featuring of places of worship for tourism purposes might be acceptable, as long as brands refrain from exploiting them to promote their products or services. Does that rationale make sense?

Now you know. While some restrictions may raise eyebrows, they serve as a reminder of the nuanced approach required to navigate the diverse and multifaceted world of advertising in Malaysia. These restrictions, are for the best.

Image Credits: Build Hollywood, elisco, Facebook, Britannica