Item 4-c

7. Discussion concepts: situational/ cultural context; advertising ethics; contestation of ideology

Media Prima pulls out ‘racist’ Ramadan ads

Chieh (2011) from the Malaysian Insider has reported that Media Prima have decided to axe a controversial series of Ramadan advertisement on 8tv channel, which caused an outraged among citizens condemning the commercial to be racist in nature. 8tv was later fined Rm 50,000 by Malaysia Communications and Multimedia Commissions (MCMC). Here is a Youtube video by 154thMedia (2011) reporting on this particular issue. 

The Advertising Standard Authorities (ASA) was created in 1977 to provide independent scrutiny on self-regulatory system done by the industry. ASA constitute members consist of Malaysian Advertisers Association, Association of Accredited Advertising Agents, Malaysia, Malaysian Newspaper Publishers Association and Media Specialists Association. Advertisements that are depicted as offensive in any way is detriment by ASA immediately. 

According to the Asian Market Research News (2002), the Malaysian Advertising Code has strong control exerted by Malaysian Ministry of Information, the main important key of Malaysian policy in ensuring that information are closely watched and controlled to prevent anything that might harm the government's own social engineering. 


In this case, the Ramadan advertisement has violated one of Malaysian Code of Advertising Practice. According to ASA (n.d.), advertisement must not typecast each particular racial group with vocation, traditional values and background. The Chinese girl in this advertisement is stereotyped as rude, loud and indecent among the community. 


Images in advertising that includes nudity, anti-social behavior, racist and sexist images are strictly prohibited in the Malaysian advertising to reduce the degree of offense in the community (Waller n.d, p. 5). It is no wonder why this advertisement was immediately pulled out after it received a public outcry from Malaysian citizens.


References: 

1. Chieh, YH 2011, 'Media Prima pulls out 'racist' Ramadan ads', Malaysian Insider, 2 August, viewed 9 November 2011, <http://www.themalaysianinsider.com/print/malaysia/media-prima-pulls-out-racist-ramadan-ads/>.
2. 154thMedia 2011, News: Malaysian TV station Ramadan Ads sparks debate, video, Youtube, 3 August, viewed 9 November 2011, <http://www.youtube.com/watch?v=ke7p5rp-nbI>.
3. The Code of Advertising Practice n.d, Advertising Standards Authority, Malaysia, viewed 9 November 2011, <http://www.asa.org.my/thecode.htm>.
4. The Malaysian Advertising Code of ethics for TV and radio, Asian Market Research News, Malaysia, viewed 9 November 2011, <http://www.asiamarketresearch.com/news/000158.htm>.
5. Waller, DS n.d, Cultural values and advertising in Malaysia: Views from the industry, Asia Pacific Journal of Marketing and Logistics, University of Newcastle, viewed 9 November 2011, <http://www.google.com.my/url?sa=t&rct=j&q=advertising%20ethics%20in%20malaysia&source=web&cd=4&ved=0CDoQFjAD&url=http%3A%2F%2Fciteseerx.ist.psu.edu%2Fviewdoc%2Fdownload%3Fdoi%3D10.1.1.202.3457%26rep%3Drep1%26type%3Dpdf&ei=-uG5TrpPhvGtB-_a0bMG&usg=AFQjCNEpITdWxX-j4nr_DyJ-mK21mVLTOA&cad=rja>.