What about unethical anonymous ads, ASA?

Just after the General Election in March 2004, we highlighted a notice from the Advertising Standards Authority (ASA) of Malaysia in the newspapers. The notice urged Malaysians to report to the ASA any ad that was irregular or improper. We commented that this was a classic case of latching the barn doors after the horse had bolted as most of the unethical ads had already appeared before the polls.

On 8 April 2004, Blog visitor Cheong nonetheless brought our blog report "Johnny-come-lately misses the boat" to the attention of the ASA, which the following day replied that it was forwarding it to the ASA chairman for instructions.

Cheong has sent us another response dated 28 May 2004 from the ASA (which was not attributed to any person but was signed off "Secretaries"), which we reproduce below:

To: Cheong
Sent: Friday, May 28, 2004 8:10 AM
Subject: MISLEADING/OFFENSIVE ADS??


Dear Sir

We refer to your email dated 25 May 2004.

Section I, Clause 2.1 (under the heading "Scope") of the Malaysian Code of Advertising Practice states "In addition the Code applies, so far as is appropriate to advertisements by non-commercial organizations and individuals. The Code does not however seek to restrict the free expression of opinion in paid-for advertising space, whether by those engaged in commerce or by political parties, foreign governments, religious or charitable bodies, or other organizations or individuals, provided the identity of such advertisers is made clear, and the advertisements themselves are clearly distinguished from any editorial matter in conjunction with which they may appear."

Thank you for bringing the matter to our attention.

Best regards
Secretaries
ASA

It looks like the ASA is trying to wash its hands of this issue of unethical political ads. But we must point out that many of the political ads in the newspapers before the general election did not carry the identity of the advertisers. Thus, from a reading of the above clause, it appears that the exemptions from the Code of Advertising Practice are not applicable to these cases. What has the ASA got to say to that? Will it still stand by idly and do nothing against such unethical anonymous political ads in the media?