While TVB withdrew the offending ad, the spot continued to run on in-store TVs at health chain Mannings — which owns the relevant product.
TVB commercial vetting department manager Sandy Li said Hong Kong’s current Code of Practice currently applies only to TV and radio.
“Protection of the general public is not comprehensive. These types of ads prevail in print, out-of-home, on the internet and at roadshows,” said Li. “We are the ones who are penalised, not the advertisers or media agencies.”
Hong Kong Institute of Marketing chairman Kai-ming Yim pointed out that while commercials were previously vetted by the Television and Entertainment Licensing Authority (TELA), the process is currently handled by the TV stations themselves. “It may create a conflict of interest as the stations would be reluctant to confront their clients,” said Yim. “Ideally, a neutral body should take this role.”
The 4As, for its part, believes the situation needs no remedy. “False claims of product benefits in the ad will turn consumers away, and indirectly kill a brand,” said HK4As chairman Royce Yuen.
Evolve Associates managing partner Michael Chu said agencies should police their own work. “Agencies need to exercise discretion to safeguard the brand’s integrity and the agency’s reputation.”
