Reining in dubious ads
Stringent requirements could be imposed when content code is revised over the next one to two years
THE content code for the electronic networked media may go tough on certain contents that are distributed electronically when the code is revised over the next one to two years.
In this regard, stringent requirements could be imposed on some products and services that are advertised electronically to ensure responsible content standards are applied and safeguard consumers from being victimised by dubious ads.
Communications and Multimedia Content Forum of Malaysia (CMCF) executive director Mohd Mustaffa Fazil Mohd Abdan tells StarBizWeek that some contents which he describes as “grey areas” could see further clarity in its definition or even face more stringent requirements.
“The guidelines for the advertisements of slimming products and services designed to stop the display of misleading online advertisements which were launched in January this year are one example where stringent requirements may be placed on companies putting up such ads electronically.
“The guidelines will soon be assessed for incorporation into the revised content code. Another example could be obscene and indecent contents.
“Advertisers have to be more responsible for their actions. They have to be aware of how they structure their contents as not to be offensive to breach the content code.
“There are other areas which CMCF together with the Malaysian Communications and Multimedia Commission (MCMC) and other relevant industry bodies are looking to review to ensure electronic contents are in line with the Communications and Multimedia Act 1998.
“We are currently in discussion on various areas of the code. There are 10 parts of the code which we are studying to determine whether to remove, vary or leave it unchanged,’’ he says during an interview.
At the moment, according to Mustaffa, the draft of the code is being formulated and hopes the revision will materialise in the form of a second edition in the next one to two years, adding that it is timely that the code be reviewed to include the latest developments and challenges facing the electronic media industry.
This is the second attempt by CMCF to review the content code after its previous attempt in 2010 was put on hold.
The Communications and Multimedia Content Code is officially registered with the MCMC with effect from Sept 1, 2004 and CMCF is a regulatory body that governs the code by way of industry self-regulation.
The penalties that CMCF can invoke for the breach of the content code include reprimanding offenders, issuing a fine of up to RM50,000 and cessation or removal of the offensive contents or materials.
On the breakdown of the complaints, he points out that it handled 465 complaints last year covering mobile content and services (212), Internet content (209), advertising content (24), and broadcasting content (19).
He adds the number of complaints has increased significantly as it shows that consumers and the public at large are now more serious and committed to having responsible contents electronically.
Plans are also underway to publishing cases handled by CMCF since its inception as a reference guide for all stakeholders in the electronic content industry.
Currently, the draft publication is undergoing an extensive content checking process.
Mustaffa says there is need to inculcate greater awareness among consumers to obtain the correct and responsible contents, failure of which they can make a complaint to CMCF via its complaints bureau which will investigate to see whether it contravenes the content code.
As for companies or advertisers lodging complaints against the other, he says they can settle the difference between themselves on the contents that is in issue or if this is not successful, can seek redress from CMCF by lodging a complaint thereafter.
“There are numerous measures that have been undertaken to champion responsible content standards, of which one is to continue with CMCF’s ‘What You Do Sticks With You’ campaign through fresh initiatives in reaching the masses,’’ he stresses.