Marketing Guide

Regulations when advertising on television

Regulations when advertising on television

Advertising on television is a constant challenge for marketers and agencies alike. While every party has to ensure that they put out the most effective and impactful commercials on the right channels at the right time, they have to ensure that the regulations are adhered to so that the brand and products do not communicate the wrong information.

Many advertisers cheat their audience

This is because it is very important that ads that appear on television do not have any elements of ‘cheating’ the consumer. Where this is concerned, the government of Malaysia puts forward strict regulations so that viewers are aware of what they see on television which they depend largely for information.

What is not allowed?

For obvious reasons, contents that are not allowed on television commercials are:

  • Indecent content
  • nudity and sexual scenes
  • promote services like fortunetellers
  • non-halal products like pork and pig products
  • disco scenes
  • slimming products
  • and many others

Are there revenue restrictions?

There are no revenue restrictions for advertisers in any way which is why adex (advertising expenditure) on television has been increasing each year.

Strict restrictions on medical, cigarettes and tobacco

However, it must be noted that restrictions include only 10 minutes for each hour of broadcast per channel is allowed. Advertisers cannot in any way promote cigarettes, tobacco or its accessories in any way.

Meanwhile, alcohol is not allowed as well. If the alcohol brand is sponsoring an event, they are only allowed to help promote the event where there must not be any products sold or marketed directly.

Medical and pharmaceutical products are very sensitive when it comes to advertising. Commercials and marketing material for such products are under eth Medicine Advertisements Board which is under the purview of the Health Ministry of Malaysia. this include all types of medical products which encompasses contraception as well.

Violence and language

No bad languages are allowed on television and this is scrutinized and controlled by the Censorship board. This is where languages used must abide with the current practice and contemporary grammar which can be vetted and verified with the respective authorities like Dewan Bahasa dan Pustaka. The company will be held responsible for any bad or wrong language used in television commercials.

However, there are more relaxed conditions for violence and brutality as long as they are portrayed responsibly like messages against gangsterism, domestic violence and efforts against war and such.

Gender and sensitive issues

Where television advertising is concerned, gender is an important issue. There must not be any elements of portraying women as sex objects in television commercials. Instead they must shine a positive light on women.

Product placement in programmes

Innovative advertising has changed tremendously s where product placement is among the effective ways for marketers. In this context, it must be observed that product placements are done appropriately as well as ensuring that they are relevant in the situation. This cover the nature of all products and services that are not allowed in advertisements.

Politics and pesticide products

There are no direct restrictions to political advertisements where it is up to the discretion of the media owner of the television channels. However, there are certain restrictions when it comes to pesticide products and direct sales companies.