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Industry’s freedom will be damaged if politics involve in Ads

出自香港新聞網 - 樹仁新傳系學生實習習作

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By Matthew Chan April 9, 2019


Advertising and marketing industry enjoys a high degree of freedom of speech as politics is separated from advertisements and campaigns production, a marketing expert says.

“I don’t want to see advertisements are being screwed by politics,” said Ralph Szeto, Chairman of Hong Kong Association of Interactive Marketing (HKAIM) in a Shue Yan University talk.

Political activist Avery Ng Man-yuen published a full front page advertisement yesterday on Apple Daily, offering former Hong Kong Chief Executive Leung Chun-ying a one-way flight ticket to Beijing and challenging him to take over as China’s leader. Before this accident, Vincent Tsui Yuen, Founder and CEO of Toast Communications had also posted an advertisement challenging Leung.

Szeto said Hong Kong’s advertising industry enjoyed freedom of speech, which the do and don’ts of advertisers in many other countries such as UK were restricted by laws.

Therefore, Szeto said the industry has never discussed setting up regulations on social media platforms’ advertisements since they have plenty of freedom.

However, Szeto reckoned the behaviours of some advertisers allowing politics override on advertisements are harming the freedom enjoyed by advertisers.

“If Avery Ng of Vicent Tsui are my clients, I hope they keep politics away from advertisements,” said Szeto.

Asking about his comment on “wang-hong” (Chinese cyberstar) economics, he reckoned China’s wang-hongs are more directed to promote a brand.

He said wang-hongs have huge number of audience following their social accounts, which Hong Kong’s key opinion leaders have much smaller audience size in contrast.

Szeto said Hong Kong advertisers should learn from the Greater Bay Areas’ brand communication tactics.

Szeto is the co-founder of the digital and social media consulting agency CMRS Group, he received “2015 Digital Marketer of the Year” by HKAIM and became the first batch of Certified Digital Marketer (CDM) endorsed by HKAIM in September 2015.

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