Financial Times

Regulation needed against unethical, culturally unacceptable ads
By Quintus Perera
The Sri Lanka Institute of Marketing (SLIM), involved in a major squabble over reforms to the SLIM advertising awards, last week changed tact in the ongoing tit-for-tat campaign saying they were perturbed by certain advertisements appearing in the media which in some cases showed children consuming a drink upside down.

SLIM President Nishan Navaratne was responding to a query from a journalist at an end-of-the year media get-together, where he was asked why there was no ban on some advertisements like certain milk food advertisements which were not in line with medical opinion.

SLIM officials briefed the media on the criteria that would be followed at this year’s SLIM Awards Show due in March and also offered some explanation to the ongoing controversy. Navaratne said that there should be a strong regulatory body to monitor the ads to guard against unethical and culturally unacceptable ads. Advertisements have to be regulated to conform to culture, language, the use of idioms, etc.

He said that SLIM would be lobbying the government to set up a regulatory body and if SLIM is given the responsibility it would play a leading role in such a task.

He said that SLIM is an independent body conducting the SLIM Advertising Awards to reward and recognize Creative Excellence and Effectiveness in marketing communications for the past 17 years. SLIM is a full member of the Asia Pacific Marketing Federation (APMF) and is presently the Vice President of the Federation and a member of the World Marketing Association (WMA). The Presidents of WMA and APMF will be guests of honour for the 2006 Awards event.

He said all these issues cropped up when the SLIM organized a special meeting with the newly appointed President of IAA and the Former President of the 4 A’s last August also with some SLIM leading members.

SLIM responded positively by explaining that the proposed changes could be looked at over a period of time taking into consideration its feasibility and whether it represented all small, medium, large, multinationals and local agencies in Sri Lanka.

Two weeks ago SLIM Council, its Consultative Committee and past presidents representing the 1000 SLIM members met and solicited advice on the suggestions. The Consultative Committee approved SLIM’s stance.

He pointed out that all advertising is commissioned by marketers and creativity came out of the marketing brief. No marketer will pay for advertising that is not effective. Therefore 100 percent creativity is not recommended by SLIM.
SLIM accommodated many ideas from the 4 A’s and were compelled to leave out a few ideas which were not feasible and fair.

They stood their grounds for the Awards Show in 2006 and wished to communicate to the media and advertising industry that it would run an independent awards show. Despite the controversy, SLIM has invited all ad agencies to join the Awards 2006 Show.

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