The advertising industry in Malaysia faces complex challenges, in particular
the numerous government regulations. The regulations reflect the
national aspirations of achieving a Malaysian identity and culture, while
conforming to the values of Islam, the national religion. These aspirations
were set out by the Ministry of Information and specified in the Advertising
Code for Television and Radio (1990). This Advertising Code was
designed to safeguard advertising and the consumers against the influence
of foreign cultural values. In particular, it prohibits the “adaptation
or projection of foreign culture which is not acceptable to a cross section
of the major communities of the Malaysian society either in the form of
words, slogans, clothing, activity or behavior