Malaysia comms and content body sets rules for responsible advertising during COVID-19

Industry players in Malaysia’s communications and multimedia sector have been encouraged by the Communications and Multimedia Content Forum of Malaysia (CMCF) to advertise responsibly and act ethically during the COVID-19 pandemic and Movement Control Order period.

Businesses that wish to create and disseminate any form of advertising and/or PSAs online should adhere to these pointers:

• Put out messages that contribute positively to the Malaysian government’s management of the crisis and frontliners;
• Ensure that the terms and conditions of promotions are indicated in any ads or promotional materials in an upfront and transparent manner;
• Only use honest and truthful claims about products and services that are capable of robust substantiation;
• Avoid spreading misinformation that originates from unreliable sources;
• Check and comply with the Malaysian Communications and Multimedia Content Code (Second Edition), the CMCF’s advisories and all relevant national legislation.

Additionally, members of the public are also encouraged to come forward and report any ads for products and services that appear to be misleading to the CMCF’s Complaints Bureau. CMCF's website said the forum comprises members from six categories - advertisers, audiotext hosting services providers, broadcasters, content creators and distributors, civic groups and internet service providers.

CMCF is responsible for the administration of the Malaysian Communications and Multimedia Content Code. If a breach of the code occurs, the Complaints Bureau will receive, consider and mediate and if necessary, adjudicate and make a ruling on the matter. The Content Code sets out guidelines and procedures for good practice and standards of content disseminated for public consumption by service providers in the communications and multimedia industry.

Separately in Singapore, the Advertising Standards Authority of Singapore (ASAS) also issued a reminder to businesses earlier this month, to advertise responsibly and act ethically during COVID-19 pandemic. It also listed similar pointers for advertisers to adhere to. 

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(Related article: Malaysia ad advisory body calls out private unis for 'unsubstantiated claims')