Establish an Advertising Authority in Sri Lanka

The recent surge in TV adverts and language that offends viewers has raised concerns about the need for a regulatory body to address these issues. Unlike countries such as the UK, which has the UK Advertising Authority, and India, with its Broadcasting Commission, Sri Lanka lacks a formal mechanism for viewers to lodge complaints about objectionable content.

Current Regulatory Framework in Sri Lanka In Sri Lanka, advertising practices are overseen by various regulatory bodies, including the Consumer Affairs Authority (CAA), responsible for protecting consumer rights and ensuring fair trade practices which is like a lame horse in handling public complaints.

Body called Advertising Standards Authority (ASA) will set standards for advertising content and promotional practices, aiming to maintain truthful and non-deceptive advertising.

Need for an  advertising ombudsman would provide viewers with a platform to voice their concerns and ensure that TV adverts and content adhere to decency and Sinhala  language  standards avoiding vulgarity.

 This would help to protect vulnerable sections, particularly children, from misleading or offensive advertisements.

Promote responsible advertising,  encouraging advertisers to consider the impact of their content on diverse audiences.

Enhance public trust in the advertising industry by demonstrating a commitment to accountability and transparency.

A regulatory body would enable Sri Lanka to develop guidelines for advertisers to follow, ensuring that content is respectful and truthful and would handle viewer complaints efficiently and effectively, providing a clear process for viewers to report concerns. This could prevent the dissemination of misleading or offensive content.

By establishing an advertising ombudsman, Sri Lanka can take a significant step towards promoting responsible advertising practices and protecting viewer interests.

Hope the change that the government promised for a clean Sri Lanka  would be delivered to people soon.

SUMITH DE SILVA