Watch Out for The Con Game Online

(Marketingmagazine.com.my) – There have been numerous stories of Malaysian women falling prey to the “lover with a European name, exacting bags of money from them.

Figures of millions (in total) have been quoted. And yet more fall into the “love trap” almost on a daily basis. These women “never learn” should be the tag line.

While little can be done to recover the lost loot, perhaps something can be done about misleading ads online. At least that’s what the authorities are trying to do.

The Communications and Multimedia Content Forum of Malaysia (CMCF) has imposed new rules to stop the display of misleading online ads.

Mostly the ads relate to “slimming products” consumed orally or used physically.

Now under the Content Code, advertisements for slimming products have been banned online. This comes following a deluge of complaints from consumers and concerned parties that the products do not deliver as claimed in the ads.

Designated in March 2001 under the Communications and Multimedia Act 1998, the CMCF operates a complaints bureau which handles grievances from consumers and industry members on matters relating to content over the electronic media.

Joining in the fray have been a number of consumer groups who have called for increased and harsher penalties for misleading ads.

At present, those putting up misleading ads can be fined up to RM50,000. The call is for a deterrent jail term to be added as well.

Even the Association of Accredited Advertising Agents of Malaysia has backed stringent checks on such misleading ads.

Its President, Datuk Johnny Mun has been quoted as saying that advertisers hold customers’ safety and truthful advertising as primary concerns.

At present since supplements do not undergo the same stringent tests as medicines, false claims can be made, especially about slimming effects. Ads on Medicines come under the jurisdiction of Health Ministry’s Medicine Advertising Board.

Consumers are advised to download the CMCF’s guidelines from www.cmfc.my

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Known as the ‘TED for Marketing’, campaign entries are presented by their brand marketers or campaign creators in an interactive format comprising of a 4-minute creative reel summarising the overall marketing campaign, followed by a 6-minute oral presentation highlighting significant aspects of the campaign, and finally a Q&A with the audience.

Entrant campaigns must have run between 1 January 2015 and 29 February 2016 in any of these categories:

1. Consumer Durables

2. Consumer Services

3. Food and Beverage

4. Non-food FMCG

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6. Government, Cultural, Social and Environmental campaigns.

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