The Malaysian Code of Advertising Practice is designed to help the RM5.4 billion (US$1.6 billion) industry regulate itself and ensure that Malaysian advertising "can be trusted, is legal, decent, honest and prepared with a due sense of responsibility to the consumer".
As well as new rules on environmental claims, the code covers property advertising, motoring and database marketing. It has dropped specific rules on cigarette advertising since tobacco firms have agreed to cease ads.
The code is a revised version of rules first drafted in 1977 and later revised in 1990. It covers non-broadcast media including print, outdoor and direct mail, which between them constitute 60 per cent of ad spend in Malaysia.
A similar code for electronic media is in the process of being drafted.
The code will be policed by the Advertising Standards Authority, with contributions from Malaysian Newspaper Publishers Association, Malaysian Advertisers Association, the 4As and the Media Specialists Association.
As well as new rules on environmental claims, the code covers property advertising, motoring and database marketing. It has dropped specific rules on cigarette advertising since tobacco firms have agreed to cease ads.
The code is a revised version of rules first drafted in 1977 and later revised in 1990. It covers non-broadcast media including print, outdoor and direct mail, which between them constitute 60 per cent of ad spend in Malaysia.
A similar code for electronic media is in the process of being drafted.
The code will be policed by the Advertising Standards Authority, with contributions from Malaysian Newspaper Publishers Association, Malaysian Advertisers Association, the 4As and the Media Specialists Association.
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