In Malaysia, a diverse and vibrant market, advertisers must tread advertising regulations carefully to ensure their campaigns not only capture attention but also comply with the stringent guidelines set by regulatory bodies in order to avoid from advertisements banned.
This article delves into the intricacies of advertising regulations in Malaysia, shedding light on the factors that could lead to the banning of advertisements. From cultural sensitivities to legal constraints, understanding these nuances is paramount for businesses seeking success in the Malaysian market. So, let’s explore the DON’TS of advertising in Malaysia to ensure your campaigns not only resonate but also endure within the bounds of regulatory compliance.
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1. The word “Merdeka”
As bizarre as it may sound, yes. Any advertising agencies or businesses CAN NOT include the word “Merdeka” in their advertisement. So, what happens and why can’t it be used in any sort of advertisements for the celebration of Independence Day? Here’s the explanation by our Land Development Minister Tan Sri Datuk Amar Dr. James Masing to The Borneo Post
“There is nothing wrong with 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,”
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2. Medical & Legal Services
Many people are still not aware that advertisements are strictly restricted for professionals like lawyers, doctors and dentists. This is because a professional individual is not allowed to advertise their practice due to the fear of misleading the public, gaining an undeserved advantage over their fellow professionals. Aside from that, our Malaysian government wants to avoid the idea of promoting these services because it’s a fundamental service for Malaysian citizens to be acquired and NOT A BUSINESS tool to earn profit.
3. Underarm
Yes. By right advertising agencies DO NOT SHOW underarm areas in their advertisements including for deodorant products. According to the Ministry of Home Affairs and Internal Security, the Advertising Code was heavily influenced by the government’s effort to protect Islamic values and principles throughout the country. Showing the underarm area is considered a revealing “aurat”. It might not be a big issue for others. However, it is a sensitive matter for our fellow Islamic citizens. Hence, we should obey and respect our government’s rules and regulations. Take a look at this “Guidelines for Publication of Ministry of Home Affairs and Internal Security” to know more about things that are prohibited in advertisements.
4. Places of worship and other religious symbols or content
According to the Ministry of Home Affairs, advertisements with places of worship in the background are strictly not allowed. Why? There are several things that may be regarded as unacceptable or insensitive and that may potentially offend the religious, political, sentimental, or racial susceptibilities of certain communities in Malaysia. So, it’s better to avoid them at all costs.
5. Advertisement for the 600 Lines
You might find it strange and confusing. Back before the days of internet nudity, there were phone call lines that people called to chat with some stranger (with inappropriate intention) or find out your fortunes. It was banned on 4 September 2002 and it stated that all forms of advertisement offering telephone online chatting services in the printed media are banned.
Feel free to check out this article to get deeper and more precise information about “Advertising Compliance in Malaysia”
Summary
In this article, we have highlighted crucial key factors that could lead to the banning of advertisements. From cultural sensitivities to legal constraints, businesses must navigate these nuances to ensure their campaigns resonate effectively within the bounds of regulatory compliance. Stay tuned to discover the dos and don’ts of advertising in Malaysia and safeguard your campaigns from potential bans.
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Image Credits: Berita Harian, Northern Nevada Legal Aid, Veritas, Beacon Telecom, VoiceLink Communication