4As asks for more relaxed rules on new ad code

  • Business
  • Friday, 07 Oct 2005

Datuk Vincent Lee

THE Association of Accredited Advertising Agents Malaysia (4As) has spoken to two ministries to try to lift the levels of creativity in advertising and is hopeful that a new advertising code will relax restrictions on visual advertising, particularly on television. 

Council member for creative excellence, Neal Estavillo, said: “We met Information Minister Datuk Seri Abdul Kadir Sheikh Fadzir and asked for a more open set of rules in terms of pre-censorship tolerance, but things are still on the drawing board.”  

The ministry seemed open to suggestions and would look into the current advertising rules and might even release a code of advertising, he told a press briefing in Petaling Jaya yesterday on the Nov 18 Kancil Awards. 

Following talks with the Health Ministry, the 4As had been invited to sit on the council to view television scripts to see they were not overly restrictive, he added. 

Estavillo and 4As president Datuk Vincent Lee also indicated that talks with other ministries would be held in the future, but at present, the association did not have any concrete plans for this yet. 

As for the Kancil Awards, the largest awards that honour creative advertising in the country, five new categories have been introduced to recognise audiovisual and photography work, as well as media organisations.  

The awards will recognise film production, audio production and post-production houses, photography studios and media partners for their work. 

A new award, Agency of the Year, will be given to the advertising agency with the most number of wins in local and international awards for the year. For the first time, there will also be a Chairman’s Award, given to an entity that has contributed to the visibility of Malaysia’s creative excellence. 

The winners of Golden Kancil, the most coveted of the awards, will go on a 4As-sponsored trip to the International Advertising Awards in Cannes, France, next June. 

The 11-member judging panel will include local and international creative heads, including the US' TBWA Chiat Day creative director Ben Nott, Ogilvy & Mather Asia Pacific regional head of copy Eugene Cheong, DDB Brasil creative director Marcos Medeiros, Enterprise Nexus Communuications Ptd Ltd (India) chairman and creative director Mohammed Khan, and Euro RSCG Flagship (Bangkok) creative director Passapol Limpisirisan.  

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