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 When we think about advertising, most of us imagine catchy slogans, viral campaigns, and creative visuals that stay in our minds. But behind the glitz of billboards and digital screens lies a quieter framework—self-regulation—that ensures advertisements in Malaysia remain ethical, culturally respectful, and trustworthy.

This subject has been close to my heart for years. It became the focus of my PhD research, completed in 2023, where I examined how industry players navigate self-regulation. Specifically, I studied two major frameworks: the Malaysian Code of Advertising Practice and the Content Forum of Malaysia, which governs content across electronic platforms.

I conducted in-depth interviews with nine senior insiders: regulators, agency creatives, and brand custodians. Their insights revealed fascinating tensions between creativity and compliance. Many saw the codes not as restrictions, but as safety nets that protect brands from backlash and encourage ethical responsibility. One creative director described the guidelines as crucial to avoiding “backfiring messages.” A brand manager agreed, saying the codes create a “fair playing field” for advertisers.

Not everyone, however, was fully aware of the codes. Some admitted only knowing the “gist,” highlighting an awareness gap that calls for stronger outreach and education. This was particularly evident among younger or fast-paced industry players, who tend to prioritise speed over regulation.

Just as my interviews were scheduled and confirmed, the unexpected happened when COVID-19 hit in March 2019. With Malaysia entering lockdown, all interviews had to move online. What was meant to be dynamic, face-to-face conversations turned into hours of Zoom calls, complete with unstable internet connections, muffled audio, and awkward pauses. Despite these challenges, the responses I received were incredibly rich and helped me achieve data depth.
The study reinforced that creativity and responsibility are not opposites, and they go hand in hand. In Malaysia’s multicultural, multi-religious society, advertisers carry the added responsibility of being sensitive to values, beliefs, and identities. Whether avoiding offensive stereotypes, respecting Islamic guidelines, or celebrating cultural diversity, self-regulation ensures ads reflect the nation’s values.

For me, this research is not just about regulators and agencies. It’s about exposing these insights to the wider public and especially to our students. Tomorrow’s communicators must understand that bold ideas alone are not enough. Ethical frameworks give creativity its credibility, ensuring advertising uplifts rather than misleads.

Ultimately, good advertising isn’t just clever; note that it’s credible, inclusive, and ethical. That is the message I want to take beyond academic journals, into classrooms, lecture halls, and industry conversations.

Dr Fahizah Shamsuddin
School of Communication and Media Studies
Email: @email