The Malaysian advertising code seems restrictive when first read, but as always in Malaysian business there is "room to move". Apart from the understandable regulations designed to reinforce Islam values, also prominent in the code are restrictions against ads which "promote an over-aspirational lifestyle", and other sections which, again understandably, ensure the use of local talent from production houses to models.

However, a night's viewing of local Malaysian television channels would suggest that aspiration for material goods is indeed a core value of Malaysians. Some sections of the code can be interpreted in different ways, and as always, advertisers sitting down and yakking with those responsible for advertising standards usually reveals a lot of flexibility and a reasonable hearing. It goes without saying that it is a two way street - in more ways than one.

The discreet advantage of this flexibility for the Malaysian government is that government policy or whims at the time of approval can be brought into play.

However, there was some surprise expressed in Asian and regional advertising circles this week when a Toyota ad featuring popular U.S. film actor Brad Pitt - a celebrity endorser which market research has shown to be of high value among several Asian consumer market segments - was banned. Even more so that the campaign had already been running in Malaysian newspapers and print for several months. However much can be explained by the "flexible" nature of the code where decisions can be pre-empted mid stream should it be suddenly seem as running counter to political and social agendas.

Malaysian Deputy Information Minister Zainuddin Maidin commented that "...Western faces in Western faces in advertisements could create an inferiority complex among Asians..." and that the advertisement "...was a humiliation against Asians..."

In Malaysia the Information Ministry, which reports direct to Prime Minister Mahathir, is bequeathed with the responsibility of reinforcing government policy through the print and electronic media, and the advertising code within their direct remit.

PM Mahathir is a master brander. As we have noted before, the good doctor has talents that would have made him famous in so many fields other than medicine and politics, and his "Truly Asia" Malaysian travel brand reflects his mission to portray Malaysia as a model for true Asian values.

Zainuddin want on to say that "...You advertisers inject the sense of inferiority complex among Asians..." "...Why do we need to use their faces in our advertisements? Are our own people not handsome?..."

Instances like the Toyota ad pulling however have precedents. The last minute refusal for Carlsberg to sponsor a sporting event after they had invested thousands in the effort is another recent example. And questions are being asked on whether this decision may not have something to do with the upcoming delayed imposition of the AFTA free trade agreement sections related to automobile trade which exposes the not yet fully mature local Malaysian car manufacturers up to foreign competition after years of protection by stiff import taxes.

The lesson is clear. Continuous consultation and keeping close with authorities in Malaysia is rule number one for advertisers, even when the campaign has been running for a while already. It may not save your campaign, but it will sure will help.