Advertisement Board puts digital advertisement regulation in priority

Kathmandu, Oct 15: The Advertisement Board has prioritized regulation of 'digital' advertisement, management of government advertisement through one-door system, proportional distribution of public welfare advertisements and reforms of laws related to advertisement in order to make the advertisement market systematic, transparent and consumer-friendly.     

An annual report presented by Board Chairperson Santosh Shrestha before Minister for Information and Communications, Dr Bikram Timilsina on Wednesday incorporates the plan of institutional strengthening of advertisement sector, controlling fake advertisement, preparation of establishment of advertisement academy and fully digitalization of service delivery, implementing the National Advertisement Policy, 2083.     

Similarly, works carried out in the fiscal year 2082/83, challenges surfaced in regulation of advertisement market and efforts made for protection of consumer welfare and enhance financial transparency are also incorporated in the report.     

A plan has been made to make regulation and management of advertisement market further effective considering 'National Advertisement Policy, 2083' as main guideline. The policy is in the phase of implementation.     

Along with rapid expansion of advertisement through digital technology and social platform, making advertisement regulation effective is the key plan of the Board.     

A technical system and institutional capacity would be developed to monitor the advertisement in social platforms, digital platforms, cinema halls, road and public places along with traditional media like print, radio and television, reads the report.     

The Board has put forwarded the plan to make regulations of various types of misleading contents, particularly on social media, baseless health-related claims, illegal betting, crypto currency and other false advertisement further effective.     

Advertisement regulation is becoming more complex due to new technology and publicity style including artificial intelligence, deepfake and influencer marketing, mentioned the annual report.     

The Board has conclusion that it is necessary to enhance legal, technical and human resources capacities to control exaggerated and misleading advertisements generated through these medium.     

Likewise, the Board has identified regulation of the advertisement broadcasted in Nepal through overseas companies and international digital platforms as the major challenge.     

Advertising-related laws to be amended     

The board has put forward plans to make the necessary amendments and revisions to the 'Advertisement (Regulation) Act, 2076' and other laws, rules, procedures, and standards related to the advertising sector, in line with the essence of the National Advertisement Policy.     

The report states that the legal framework will be updated in a timely manner to address the challenges arising from new technologies developing in the advertising market, promotions through social media, and advertisements that mislead consumers.     

The board plans to carry out a study and research for this, present policy suggestions to the Government of Nepal, and coordinate with relevant bodies and stakeholders.     

Legal reforms have been prioritized to ensure fair competition and responsible behaviour among advertisers, advertising agencies, media, and consumers in the advertising market.     

Public Advertisements to be managed through one-door policy     

The board has put forward a plan to manage public welfare and other advertisements published and broadcast by the Government of Nepal and its agencies through a one-door system.     

This system aims to make the distribution, publication, and broadcasting of government advertisements and the payment process more systematic, while increasing transparency and accountability. Similarly, the board plans to make the distribution system of public welfare advertisements more transparent, objective, and proportional.     

The report mentions that by fully digitizing the registration and renewal of advertisement agencies and the listing process of media outlets, coordination among all parties involved in the advertising market will be strengthened.     

The board has also proposed setting up a National Advertising Award to honor the contributions of individuals and organizations that carry out excellent work in the advertising market.     

Advertisement Board to be made more autonomous and rights-invested