'Ads aren't just about creativity. It’s governed by rules,' says ASA

The Advertising Standards Malaysia (ASA) has called on Malaysians to report misleading advertisements to its board, via a complaints page set up on the ASA website. Currently, it receives an average of 20 reports each year in relation to misleading ads - which can be perceived as rather small. However, this is where the conundrum lies, and why the campaign was launched.

ASA hopes that through this campaign, the general public will start to actively report on false ads they come across. In a statement to A+M, the body said that doing so would protect the public against false information, and would also safeguard the advertising industry. ASA is an independent body which ensures the adherence of the self-regulating Advertising industry to the Malaysian code of advertising practice in the print, outdoor, and cinema media.  

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What constitutes a misleading ad? 

ASA’s scope is vast, covering everything in marketing that isn’t electronically transmitted. If it’s printed, painted, pasted, or plastered somewhere, it falls under ASA’s watch. This includes flyers on lamp posts, vehicle liveries, billboards, product labels, or ads on the morning papers.  

Amidst these rather traditional mediums, ASA says misleading ads can come in many forms.

“It’s not just about outright lies; it’s the half-truths, the missing details, the ambiguity, and the exaggerated claims that nudge consumers into believing something that isn’t quite true,” said Mah Weng Kwai, chairman of Advertising Standards Malaysia.  

“If an ad manipulates perception, whether it’s about a product’s performance, pricing, guarantees, or some official-sounding approval — it’s a breach,” he added.  Some of the classic offenders include:  

• Empty superlatives: “No.1”, “Fastest”, “Best” or any superiority claims with no proof 

• False health remedies: slimming pills, miracle herbal concoctions, or beauty fixes that “guarantee” results with no real scientifically proven substantiation behind them 

• Bait advertising: eye-catching prices designed to lure you in, only for the product to be mysteriously “out of stock” when you show up, or end up costing more with undeclared hidden costs 

• Fake testimonials: glowing reviews, doctor endorsements, or customer success stories that are fictional or paid, rather than actual fact 

Once it receives a report from the public or organisations, ASA will scrutinise to see if it is in breach of the advertising code. If it is in breach, the group will then reach out to the advertiser to demand proof to back up the ad’s statements or claims in question.

Has there been a rise in misleading ads? 

Mah said that breaches of the code aren’t new, and while it might seem as though they’ve escalated recently, that’s not the reality.

"The reality is, Malaysia’s business sector is thriving. More local brands are emerging, investing in marketing, and stepping into the advertising space," he said.  

With that, comes a surge of newcomers who may not even realise that advertising isn’t just about creativity. It’s governed by rules designed to ensure fairness, truthfulness, and ethical standards.

The chairman also said that no legitimate and credible business sets out to deceive, but when marketing is driven by ambition without understanding, lines blur.

“Stretching the truth, presenting personal beliefs as facts, these may come from a place of enthusiasm; not always malice, yet they can still mislead. In doing so, the ads don’t just violate the code; they distort the very identity of the brand, the product, and even the people behind it,” added Mah. 

How will this impact the industry? 

ASA has reminded the public to be vigilant and fact-check any ads that they come across. It also reiterated that every stakeholder has to know its responsibility, including brand and business owners, creative and media agencies, media owners, academics and the public.  

“Misleading marketing collateral isn’t just an annoyance. It costs people money, puts health at risk, and chips away at the trust that holds this industry together. The damage isn’t just to consumers; brands that cross the line pay the price too— sometimes in lawsuits, sometimes in reputation, but always in lost credibility,” said Mah.  

When consumers start doubting what they see, hear, or read, the very foundation of advertising cracks. Trust isn’t something you rebuild overnight. Once it’s gone, every claim, every campaign faces skepticism – even when true.

ASA is in the midst of rolling out its awareness campaign against misleading ads via digital out-of-home (OOH) assets contributed by one of its partners, the Outdoor Advertising Association of Malaysia.  
 
Advertising Standards Malaysia was founded in 1977, also sets industry standards for advertisements that are legal, decent, honest, truthful and socially responsible. Its activities include investigating complaints, mediation, as well as updating the Code with amendments and improvements to meet the changing values and needs of society and to protect consumer rights. 

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