Monday June 11, 2012
Play by the rules, advertisers told
By VANES DEVINDRAN
KUCHING: Advertising companies have been told to be careful when handling campaign materials that contain messages touching on religion and race.
Deputy Works Minister Datuk Yong Khoon Seng said this was to avoid creating misunderstanding among the nation’s multi-racial people while protecting themselves against law suits.
“I hope all advertising companies would always comply with the rules and regulations set by the Government. For instance, avoid using improper wording and slogans or pictures that can mislead the public.
“Any campaign advertisement should not be slanderous or instigative in nature as it may cause harm to others, or worse, to the whole society.
“We are, after all, living in a multi-racial society,” he said when officiating at the 15th anniversary dinner cum installation night of the Sarawak Advertising Companies Association here on Saturday.
Yong said advertising companies must be sensitive and take into account other’s religion and race and also advise their clients accordingly.
“There was an incident in recent years where a television advertisement on a festival became an issue because it overlooked the sensitivity of a particular race.
“In the end, the advertisement was pulled out and the company had to apologise to the public,” Yong aded.
He also urged advertising companies to be in-step with the changing trends of today’s market given that the advertising world changed rapidly.
“Besides providing the best quality products and services to customers, advertising companies should also come up with new and exciting products to be able to compete better,” he added.
The MP later donated RM5,000 to the association.