TV advertisements must be all Indonesian content.
Minister of Communications and Information Technology (Menkominfo) Sofyan Djalil announced recently a new regulation on the use of domestic resources in the making of advertisements broadcast on television. The regulation stipulates that advertising agencies must use only domestic actors/actress, locations, and everything else that goes into making ads on tv, where possible. bip
No foreign hair in our shampoo ads.
This is to develop professionalism at all levels and sectors with local experts involved in the nation's advertising industry.
Malaysia has had a law like this for a long time and they have succeeded in developing a domestic advertising industry.
The advertising industry in Indonesia is worth about 40 trillion rupiah annually and is said to be dominated by foreign companies.
Television stations must have a statement from advertising agencies stating that the actors, director, crew, and anything used in the making of commercials was Indonesian, where possible. If not, then the ads cannot be shown.
Although there is an obligation to use local resources in advertisements the government will allow advertising agencies to sometimes recruit foreigners, or show foreign-made ads, but only if such ads are in connection with international programming or are for global brands, like Tiger Woods appearing in ads for watches. "Icons" like Tiger Woods were acceptable.
Another example was ads for cigarettes. Locally manufactured cigarettes should be promoted using ads that were filmed in Indonesia, using Indonesian actors, crew and directors, but ads for Marlboro cigarettes could come from overseas, because the "cowboy" person who usually appears in Marlboro ads was an established icon, and there were probably no suitable cowboys in Indonesia who could replace him, said Sofyan.
The Marlboro man can still ride tall in Indonesia.
The new law came into effect from May 1st 2007 although there is a grace period extending to the end of this year. The law only applies to television advertising, not print.