Banned TVC Adilfitri prompts screening of all ads in Malaysia

The allegedly offending ad, which displayed a flying trishaw, lotus and lamps, was criticised for incorporating elements of Christianity, Hinduism and Buddhism into the Islamic festival. The advertisement has since been cancelled, and TV3 apologised on-air for offending its Muslim viewers.

Aidilfitri was aired on TV3 during Ramadan, the most important period in the Islamic calendar. It has irked Muslim viewers stating it insults their sentiments. In response Malaysia's information communication and culture minister Datuk Seri Dr Rais Yatim has called for a screening of all radio, TV and press ads to ensure the racial harmony of its citizens.

Commenting on the ban and screening of the ad, a senior executive at a Malaysian advertising agency said, "I saw the ad once and thought it was a fresh, innocent and beautiful take on Raya festivities from a child’s eye."

He added, "I noticed some Santa inspired bits, but then Santa is itself a century-old concept that was created as a marketing bridge between children and religion (and certain brands)."

The Minister said monitoring radio and television commercials falls under the jurisdiction of the Malaysian Communications and Multimedia Commission (MCMC) and will entail the setting up of a committee involving advertisers, radio and television stations, and newspaper with the commercials subjected to approval from the MCMC.

Describing the logistics of monitoring all advertising as a "huge exercise", a media agency head said the implications of ad-screening "depends on how it’s done, but some subjectivity will always be there, so it’s not going to be easy."

Another source in Malaysia said it was hard to gauge whether the Minister's comments would result in any action or whether they were to appease the offended community.

"Racial issue is a sensitive one in Malaysia. But having said that Malaysia is truly Asia, so if ever such an ad full of innovative semiotic inspirations could be made, it can only be in multi-cultural and vibrant societies like Malaysia. A few years back the season of Hari Raya and Deepavali was called Deepa Raya by many and that is a very uniquely Malaysia too, and shows its richness," the agency executive said.