The Advertising Code also promotes cultural sensitivity in advertisements.
It prohibits advertisements that “contain statements or suggestions
which may offend the religious, racial, political or sentimental
susceptibilities of any section of the community”. Party political broadcast
that targets a specific racial group or incites one group to rise against
another is strictly prohibited. Such prohibition stemmed from the 1969 racial
riots. This prohibition is deemed to be vital in achieving racial and national
harmony in a multiracial country such as Malaysia.
Islam forms the largest single religious group in Malaysia, practiced
by around 60% of the population. Islam prohibits gambling and alcohol
consumption. However, because Malaysia is also a multicultural society,
these restrictions were only limited to national mass media such as television
and prints that are targeted at the Malays. Other media such as Chinese,
English and Hindu language newspapers and magazines were
allowed to carry both gambling and alcohol advertisements provided that
the advertisements do not encourage the readers to gamble nor increase
alcohol consumption.