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Advertisers also wary of policy

Hasan Jahid Tusher
Amid serious concerns from media professionals over the National Broadcast Policy-2014, advertising agencies fear the sector will be badly affected if the policy is implemented.
The policy for the electronic media has at least 31 do's and don'ts for the advertisers, detailed in the fourth chapter, which bans any ads by companies not having clearance certificates from the authorities concerned. Advertisers must also have permission to use any copyrighted song in advertisements.
Nationally important monuments and establishments such as the Shaheed Minar, the National Mausoleum and Parliament cannot be displayed in advertising any product.
"We have numbers of objections against the policy that we want to discuss with the independent commission after it is formed," said Ramendu Majumder, president of AdvertisingAgencies Association of Bangladesh.
Most of the association's suggestions have been left out in the policy, he told The Daily Star.
Under the policy, television and radio stations cannot incorporate, directly or indirectly, any image of or reference to Bangabandhu Sheikh Mujibur Rahman and other national leaders, the Liberation War, the Language Movement, the mass upsurge and the Independence Day in any commercial advertisement.
Professional advice and identity of doctors and dentists cannot be used in advertising any medicine or healthcare product unless those are directed to raise awareness about AIDS, diarrhoea, dengue or about the consequences of drug abuse and acid violence.
Many commercial advertisements relating to health and sexual health products will not be allowed to be broadcast. Most of the private television channels currently run such advertisements during off-pick hours to earn revenue.
The AAAB said it strongly opposed several guidelines, including those of taking clearance certificates and having permission to use copyrighted songs.
"We also oppose the mandatory display of the BSTI certificates in broadcasting advertisements of BSTI-listed products and mandatory use of neutrinos and food values of food and beverage products with superimposed image," said the AAAB president.
"It seems our hands and legs have been tied and we have nothing to do," said Partha Pratim Chaudhury, managing director of Artistry Advertising.
"We fear of serious negative impacts on our business because it will be very difficult for us to cope with the policy and customers' demands at the same time. The customers too have their say about how
they want their product to be advertised,” he added.
The government issued a gazette on the broadcast policy on August 6 after the cabinet approved it. The policy prohibits broadcasting of any news that may compromise state security or taint the image of the armed forces and law enforcers. Under the policy, television talk shows cannot air "false and confusing" comments.
The information ministry will be in charge of implementing the policy until an independent broadcast commission is formed.
The ministry will soon form a committee with members of all the stakeholders to draft a law to implement the policy.
Journalist leaders and media experts have called on the government to form an independent broadcast commission to implement the policy. They fear the government will misuse the policy in the name of main-taining standards of news, programmes and advertisements in the electronic media.
Some private television channels have also expressed their concerns over the advertisement policy fearing that their revenue might decline sharply due to this.
Advertisement Manager of Desh TV Rana Sinha said private television channels that mostly depend on the advertisement revenue would be affected badly.