Decent Advertising

Nepal’s advertising sector is now poised to become more responsible and dignified with the implementation of the much-anticipated code of conduct on advertisement production, distribution, publication and broadcast. The guideline has been prepared by the Advertising Board as per the provisions mentioned in the Advertisement (Regulation) Act, 2075 BS. The comprehensive code includes 13 sections. This is a historic guideline being enforced in the country. In the past, only a few topics concerning advertisement were incorporated in media-related laws or codes. The need for such code had also been pointed out by a high-level media recommendation commission back in 2008. There is no doubt that the field of advertisement holds a lot of significance for our nation. Proper inspection and regulation were what this area was lacking in the past. Being the first of its kind in the country, the code of conduct was drafted after holding a series of discussions with the relevant stakeholders. 

Minister for Communication and Information Technology Gyanendra Bahadur Karki made public the code of conduct related to the Advertisement Promotion, Distribution, Publication and Broadcast-2022 at a function organised by the Advertising Board in the capital on Sunday. The code has come into effect immediately after its launching. The guideline is expected to help contribute towards eradicating all irregularities and anomalies seen in this sector. The code bans all the advertisements that are potential for disorienting the viewers and subsequently causing road mishaps. The code does not allow anyone to install hoarding boards, pamphlets, posters and other advertising materials that may distract or divert the attention of spectators and disorient them in urban centres and the places adjacent to highways. It also puts a ban on the use of over-bright advertising boards as they could affect road transportation at night.   

The code does not allow anybody to produce, distribute and publish or broadcast the advertisement materials that could cause damage to the beauty of public structures and streets. It also stops individuals and institutions from circulating foreign advertisement materials by dubbing them in Nepali language. According to a news report published in this daily on Monday, the guideline is equally sensitive to gender equality and social justice as well. So everybody has to work towards promoting such issues while carrying out any activity directly or indirectly related to advertisement.  Another positive aspect of this code is that it bans sexualisation and objectification of girls and women. It means that they cannot be portrayed as a means of entertainment. In addition, the code does not permit anyone to produce advertisements hurting the dignity of Dalits, indigenous, ethnic communities, Madhesi, Muslims, senior citizens, persons with disabilities, sexual minorities or a group or community of any geography or region.  

The code also bans the production of programmes, electronic games or films which could create a sense of terror, threat or fear among children and insult them or hurt their self-esteem.  It also aims at dealing with yet another vital issue related to the advertisement of any medicine claiming to cure multiple health problems. The code does not allow anyone to advertise all the unregistered drugs having no scientifically unverified details. Meanwhile, Minister Karki hoped that the code of conduct would be an important achievement for the country’s advertising sector when it is enforced effectively. He promised that the government would support the Advertising Board and the advertising sector to move forward in the path of benefiting businesses alongside the public.