Toby Hayward Executive vice-president, advertising sales, MTV Asia Pacific
When is it acceptable for a media owner to withdraw an advertisement?
As multiplatform broadcasters, we have an obligation to our audiences and our carriers for the content we ultimately place on our various platforms. We take that responsibility very seriously at MTV, so I'd say it is acceptable to withdraw an ad at any time if we feel it may compromise us. But that situation can be avoided by engaging in an open dialogue with the advertiser.
When is it acceptable for a media owner to withdraw an advertisement?
As multiplatform broadcasters, we have an obligation to our audiences and our carriers for the content we ultimately place on our various platforms. We take that responsibility very seriously at MTV, so I'd say it is acceptable to withdraw an ad at any time if we feel it may compromise us. But that situation can be avoided by engaging in an open dialogue with the advertiser.
When is it too late to withdraw an ad?
It could be at any stage up to actual broadcast. In most scenarios, we would have received the spot in advance, had a chance to review it and deemed it appropriate or inappropriate for air. Sometimes last minute changes can alter this timeline, but we must maintain ultimate approval of what airs. So, in reality, this would probably be a few hours if we deemed it inappropriate.
How often are ads withdrawn and what are the main reasons?
This is something that happens very rarely. We will obviously put the spot through internal checks for suitability and legality prior to booking, and work closely with the advertiser on any sensitivities or questionable content. Again, an open dialogue and sharing our experience throughout the region with our advertisers will generally avoid such a situation.
What can media owners and media agencies do to avoid last-minute ad blocking?
I generally advise new advertisers to properly research and understand the various advertising codes in the countries they are broadcasting to, and assure they are within the guidelines set out by the regional carriers and broadcast laws. We share our experience when planning a campaign and help advertisers maximise the impact to the demographic they're targeting.
With media owners moving towards multimedia offerings, how difficult is it to find one willing to advertise a rival service or product?
As broadcasters in the pay-TV industry, we're accustomed to running cross-channel spots for other outlets. Any qualms about promoting the "competition" are usually negated either by entering into a business agreement with the media company, or developing a relationship where the reciprocal exposure is beneficial to both parties.
What are the guidelines/unwritten rules on media owners running competitors' advertising?
In my experience, it's rare to encounter a situation when a direct rival buys airtime. But in the case it does occur, the guidelines are really not that different than they would be with any other advertiser. For us, these are always clearly communicated ahead of time, and fit within the parameters I mentioned before.
Jackson Kwok Managing director, OMD Hong Kong
When is it acceptable for a media owner to withdraw an advertisement?
It stands to reason that the advertisers should be given at least five working days advance notice if their commercials are refused by a TV station. Having said that, I must admit that this timeline is not so applicable to local press which accepts booking and receives material a day prior to publication.
When is it too late to withdraw an ad?
It is fair to say that any professional media owner should never attempt to pull an ad at the last minute, say, on the day of its launch. Unfortunately one of our clients was lately a victim of such unethical conduct by a pay-TV operator in Hong Kong.
How often are ads withdrawn and what are the main reasons?
This is uncommon in Hong Kong — agencies generally have a good grasp of basic legal regulations on advertising as well as the various mediums' concerns such as misleading advertising or conflict of interest. However I am concerned over certain mediums which are too protective of their self-interests but fail to make their corporate policy transparent for advertisers.
What can media owners and media agencies do to avoid last-minute ad blocking?
While media owners reserve the right to reject an ad, they should impose a more robust and formalised censorship process. With clear-cut guidelines and more reasonable timelines, agencies are able to foresee potential problems and take measures possible to minimise the risk to advertisers. This would help reduce disputes and undesirable consequences.
With media owners moving towards multimedia offerings, how difficult is it to find one willing to advertise a rival service or product?
As far as I know, TVB, ATV and Cable TV do not intend to refuse competitive advertising, so long as the subject matter complies with the legal regulations and their requirements. But certain media owners show greater concern over the issue of business conflict. No matter what their stance is, the interests of advertisers should not be jeopardised.
What are the guidelines/unwritten rules on media owners running competitors' advertising?
According to my experience, the guidelines of most media owners are quite vague. TVB Hong Kong is by far the most professional in its censorship practice — it conveys clearly that any competitive ad should not undermine its programmes and encourage people to switch to other TV channels.
