Leader... Development curtailed by draconian measures

Just as draconian have been the actions of Malaysia’s Health Minister, who wants to ban ‘junk food’ advertising to children. He has chosen to ignore proposals from fast food operators and the Malaysian 4As, which want to regulate themselves. The decision is surprising given the depth of the industry’s proposals, which went so far as suggesting to vet programming that contained scenes promoting the eating of fatty or sugary foods.

Some say the decision is convenient. An election could be called sooner than expected, and blaming advertising for making Malaysia’s children fat could prove an easy vote-winner. Others say once the Health Minister’s comments went public, he was obliged to go through with them or risk the wrath of pressure groups.

Now, the likes of Johnnie Walker’s walking man in Thailand and Ronald McDonald in Malaysia will have to reach audiences in unconventional ways. There is already talk of activation methods, private parties and other loopholes to the forthcoming law in Thailand. In Malaysia, spend will divert to press, posters and DM, assuming non-broadcast media aren’t sucked into the ban too. Meanwhile, marketers in neighbouring countries should watch how these bans come into practice. Could similar bans follow, say, in squeaky-clean Singapore? Marketers in the so-called ‘sin sectors’ should look at whether they are promoting themselves responsibly. Self-regulation is the surest way to safeguard commercial freedoms.

Market wars likely to force Nokia’s hand

Nokia’s decision to split its global creative review into two components is unsurprising. Ever since the mobile giant announced the six contenders for the business — three ‘hotshops’ and three networks — there has been widespread anticipation of just such a move. Some may see it as a fashionable move, given similar recent decisions by HP and Citibank. But others are less convinced. Devising a creative strategy out of New York or London is one thing; discovering compelling consumer insights in Nokia’s key markets of India and China is another altogether. It is hard to believe that the network distribution winner will not have strategic input, given the fierce battle for share.