Every country has an advertising code for the broadcasting of commercials, and Malaysia is no exception. Advertising codes can control practices that the local industry may not wish to self-regulate themselves including anti-social content like uncompetitive practices, foul language, anti-government or unacceptable images. The code protects the industry itseld, as well as government social policies.

Like the news media, the Malaysian advertising code has strong control exerted from the Malaysian Ministry of Information, an important and key enabler of the Malaysian policy of ensuring that information is closely controlled, especially that which could endanger the government's own social engineering. The Malaysian government realises that information is power.

Every country controls the content of commercials and advertisments, and almost all would agree that it is necessary. But the extent of control varies markedly between countries and some broad understanding of the "Malaysian way" can be gleaned from studying the code.

• To some extent the code explains why advertising agencies in Thailand can produce some of the most innovative and compelling commercials, while Malaysian agencies are comparatively hamstrung. The common belief that Thai advertising professionals are naturally more innovative and creative than their Malaysian counterparts may be in large part due to differences in advertising codes.
  

• The code also reminds advertisers that while multi-cultural and multi-religious, Malaysia is an Islamic country, with the obvious bans on advertising items such as pork products and alcohol, and the exposure of body parts
  
  

Advertising and marketing professionals involved in the production and broadcasting of TV and radio commercials should obtain the latest Advertising Code of Ethics (Kod Ethika Pengiklanan) from the Commercial Department of the Ministry of Information.

Some interesting snippets: (Please note these are only small excerpts reproduced to highlight the spirit of the code and those sections that may seem "surprising" to foreigners, as well as to demonstrate the importance of complying with the cultural prescriptions of the code. Those snippets that are reproduced here are word for word from the original and not edited in any way). As always in Malaysia, interpretation of rules and regulations can vary widely and are discussed, negotiated and agreed face to face.

• Advertisements must not project and promote an excessively aspirational lifestyle
  

• Adaptation or projection of foreign culture which is not acceptable to a cross-section of the major communities of the Malaysian society either in the form of words, slogans, clothing, activity or behaviour is not allowed.
  

• The use of man or women as principal agent by highlighting characteristics which appeal to the opposite sex as the main ingredient in the selling of products should not be allowed.
  

• The body of the female model should be covered until the neckline, which should not be too low. The length of a skirt worn should be below the knees. Arms may be exposed up to the edge of the shoulder but armpits cannot be exposed. Costumes, although complying with the above, must not be too revealing or suggestive.
  Women in swimming costumes or shorts and men in swimming trunks or shorts will only be allowed in scenes involving organised sporting or outdoor activities provided they are generally decently dressed on groups any only in long shots. A "long shot" is technically described as a shot with full frame.
  

• Scenes involving models (including silhouettes) undressing or acts which could bring about undesirable thoughts will not be allowed.
  

• Strong emphasis on the specialty of the country of origin of an imported product is not allowed. Any reference made should only state the name of the foreign country. Words should not be used to suggest superior quality of promise a greater benefit.
  
  
  
• All scenes of shots must be done in Malaysia. If foreign footage is deemed necessary, only 20% of the total commercial footage is allowed and prior approval from this Ministry must be obtained. However, foreign footage for advertisements on tourism to ASEAN countries can be approved up to 100%.
  

• Musicals and other sounds must be done in Malaysia.
  

• Promos of foreign programmes / events that are not telecast in this country are not allowed.
  

• All advertisements on food and drinks must show the necessity of a balanced diet.
  
  

Unacceptable products, services and scenes: (again only some are listed here)

• Liquor and alcoholic beverages.
  

• Blue denims - Jeans made from other material can be advertised provided the jeans are clean and neat.
  

• Promotions of any contest, except in sponsored programmes.
  

• Application of a product to certain parts of the body such as armpits
  

• Clothes with imprinted words or symbols which could convey undesired messages or impressions.
  

• Scenes of amorous, intimate or suggestive nature.
  

• Disco scenes
  

• Feminine napkins
  

• The use of the word 1 (one) either in numeric or in words.
  

• Kissing between adults.