A source from the National Film Development Corporation Malaysia (Finas) said a number of complaints had been received from local production houses, claiming an increasing number of 'illegal' imported foreign ads had been airing without MIM authentication.
As a result, the amount of work for local production houses had been significantly hit, according to the source. "The foreign ads showing now for international brands like Pantene and Lux are not suitable for Malaysian consumption, mentality, and culture," the source said.
MindShare Malaysia managing director Henry Tan said regulators should not just consider the plight of local production houses, which might have exaggerated their losses, but also TV broadcasters.
"The tightening of MIM will worsen the drop in TV expenditure," Tan said.
A source from a 4As agency said that MIM, which has been in force since 1983, had achieved its purpose in terms of raising local standards, and its 'protection' of the local industry should be removed to allow free market forces to take effect.