Set new guidelines for radio commercials

I REFER to the letter “Honking advert a distraction to drivers” ( The Star, Oct 24).

As a former advertising guy who was responsible for scripting and producing hundreds of radio commercials for over three decades, I would like to provide some insight into the issue.

A set of rules was issued by the Information Ministry (now Communications and Multimedia Ministry) many years ago (before the advent of private radio stations) to guide the scripting and production of radio commercials.

Every script for radio commercials back then was vetted by the officials at RTM as the “station master”. When private radio stations came into the scene, this vetting procedure became more relaxed and self-monitoring became the norm.

Sad to say, these stations seem to have no hard guidelines or scriptwriters experienced enough to know what is allowed or proper. I have seen scripts written by scriptwriters from many of these stations and I must say even their standard of English and Bahasa Malaysia is questionable!

With regard to radio listeners who are driving, the Information Ministry guidelines of yore stated that radio commercials should not interfere with or distract drivers on the road. This simple fact seems to be ignored in many radio commercials now, and I have heard some of them.

I must add that in European countries, these guidelines are still strictly followed by radio commer- cial scriptwriters and producers.

So what are these guidelines? I will just focus on the “sound” aspect for the benefit of motorists and I hope the scriptwriters for radio commercials will also take note.

Abrupt noises or “sounds” were not allowed, specifically of fire alarms, sirens from fire engines, police vehicles and ambulances, car honks, car crashing and emergency braking.

I should add that even the screams of a baby could distract a driver, and no script should urge drivers to drive faster, stop or brake suddenly.

Indeed, these are common-sense guidelines for any responsible radio commercial scriptwriter. While I understand that every brand is out there to grab attention over the airwaves, radio commercial producers must remember that the listener could be driving instead of being at home or in the office. Furthermore, the driver who risks being distracted by their commercials could well be their own family member.

With so many private radio stations nowadays, someone must set a standard approval process or guideline before something bad happens. To all the relevant associations and authorities including the Communications and Multimedia Ministry, the ball is in your court.

If not, people should just switch off the radio when they are driving! MADMAN COMETH Petaling Jaya