BANGKOK: Thai advertising agencies are up in arms over what they
claim is an apparent abuse of power by the Food and Drug Administration
(FDA) in approving advertisements.
The Advertising Association of Thailand (AAT) has petitioned Public
Health Minister Sudarat Keyuraphan to look into the role of the FDA and
has called for a meeting later this month.
The current law hands the FDA the power to examine the claims made in
advertisements for food and drugs and to check that they are not
misleading.
However, the AAT argues that the FDA has been exceeding its level of
authority and expertise by screening products for content deemed
unsuitable to public morals or culture.
The upshot for Thai advertising agencies has been costly delays and a
stifling of creativity due to ads getting knocked back and the approval
process having to start from the beginning.
According to agencies, the screening process can take three weeks. AAT
president, Parames Rachjaibun, said: "It takes too much time to approve
and reject advertisements, and FDA judgements have become personal and
are not professional.
"They have crossed the boundary of what they should do, which is check
for the benefit of the claim made in the advertisement of the
product.
"Whether the ad is too sexy, too violent or is not good for society -
that is not their role. They are not qualified to do this."
The Consumer Protection Board and the Censorship Board are currently
empowered to check advertisements for dubious content.
The surge in complaints by AAT members and a new Government in power has
provided a growing push for change in the FDA's vetting power.
"Now there is a new Government, which is trying to support business
people, there is an opportunity for us to be heard," said Parames. "We
need to limit the responsibility and role of the FDA. It is time for a
change."
