The
Advertising Standards Authority
(ASA) was established in 1977 to provide independent
scrutiny of the then newly created self-regulatory
system set up by the industry
Its
chief tasks are to promote and enforce high ethical
standards in advertisements. To investigate complaints,
to identify and resolve problems, to ensure that
the system operates in the public interest and
to act as a channel for communications with those
who have an interest in advertising standards
The
constituent members of ASA are:
The
Malaysian Advertisers Association
Association
of Accredited Advertising Agents, Malaysia
Malaysian
Newspaper Publishers Association
Sistem
Televisyen Malaysia Bhd
(Observers: Malaysian Association of Commercial
Radio Operators and Outdoor Advertising Association
of Malaysia)
The
interests of the consumer is at the heart of the
advertising business - brands succeed or fail
on the basis of consumer trust and confidence
being translated into purchasing decisions.
Some
advertisers set out to defraud, offend or mislead
the public. They rarely succeed. When they do
it is to the detriment of advertising as a whole,
because it compromises its credibility and is
inequitable to the companies and practitioners
who painstakingly verify their claims or refrain
from causing offence as a means of merely attracting
attention.
