BANGKOK: Gay advertisements with sexual connotations have been
banned in Bangkok by interior minister Purachai Piumsombun as a part of
a wider campaign to protect the national image.
The move is part of a number of austere initiatives the minister has
undertaken to rid the country of its raunchy image, with particular
regard to the tourism industry.
The advertising community has applauded the move that is believed to be
targeted at classified ads for gay saunas and massage parlours, but is
left open to interpretation. "If this is related only to classified
advertising, I agree it is a good thing," said Advertising Association
of Thailand president Parames Rachjaibun.
Some in the industry fear that if the draconian campaign to curb social
vices - particularly sex and violence - continues in Thailand, it could
hinder the creative freedom enjoyed by ad agencies.
A noticeable lack of controversial advertisements have appeared this
year, compared with previous years when such commercials as GS Battery's
spoof of Friday the 13th movie by the agency now known as Far East DDB
Public led to a public uproar. However, while admitting that there had
been a move to "tone down" advertising, Parames rejected the long-term
impact. "I do not think it will limit creativity. Thai law and ethics
are simply being implemented," he said.
Leo Burnett managing director Thailand and Indochina, Pornsiri Rojmeta,
suggested that there had been a rise in self-regulation in the
industry.
"Since people are more reactive and expressive than before, we have to
be more attentive to them," she said.
"We have to be better corporate citizens and responsible to society. We
are now more concerned with issues such as human rights and
discrimination."
