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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 20-5 Diet Coke
must use a different name
in some countries
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
have also begun to accept comparative ads. However,
Brazil’s self-regulatory advertising codes are so strict that
few advertisers have been able to create a comparative message
that has been approved. 46 Many countries restrict the
types of claims advertisers can make, the words they can
use, and the way products can be represented in ads. In
Greece, specific claims for a product, such as “20 percent
fewer calories,” are not permitted in an advertising message.
47 Copyright and other legal restrictions make it difficult
to maintain the same name from market to market. For
example, Diet Coke is known as Coca-Cola Light in Germany,
France, and many other countries because of legal
restrictions prohibiting the word diet (Exhibit 20-5).
Government restrictions can influence the use of foreign
languages in advertising as well as the production of the ad.
Most countries permit the use of foreign languages in print
ads and direct mail. However, some do not allow foreignlanguage
commercials on TV or radio or in cinema ads, and
some restrict foreign-language ads to media targeted to foreigners
in their country. 48 Some countries also restrict the
use of foreign-produced ads and foreign talent. For example,
with few exceptions, such as travel advertising, all commercials
aired on Malaysian television must be made in
Malaysia. However, the Asian country is considering changing
its rules to allow foreign commercials to air on the new
legalized satellite signals into the country. 49
These restrictions are motivated primarily by economic considerations. Many
countries require local production of at least a portion of commercials to build local
film industries and create more jobs for local producers of print and audiovisual materials.
Nationalistic and cultural factors also contribute to these restrictions, along with
a desire to prevent large foreign ad agencies from dominating the advertising business
in a country and thus hampering its development. Restrictions affecting the advertising
industry took a new twist recently in China when the government began strictly
enforcing regulations governing licenses it requires of magazine publishers. Since the
new enforcement took effect on January 1, 2000, Western publishers have been
required to use a direct translation of the often-obscure name that appears on their
license or use no English name at all. Thus, magazines such as Cosmopolitan, Esquire,
and Woman’s Day are not able to use their popular names. 50
In some countries, steps are being taken to ease some of the legal restrictions and
other barriers facing international advertisers. For example, the Maastricht Treaty was
designed to create a single European market and remove many of the barriers to trade
among the 12 member nations of the European Community. One of the goals of this
plan was a single advertising law throughout the EC, but when the treaty was ratified
in November 1993, many of the advertising directives were not agreed upon—so
many advertising regulations are still decided by each country. A directive was passed
by the European Commission banning all tobacco advertising, which most of the 15
European Union countries are now implementing. The European Commission may
also take steps to restrict alcohol advertising and marketing. Sweden has been leading
a Pan-European effort to ban TV advertising targeted at children under the age of 12
that has been gaining support from other members of the European Union. 51 However,
marketers, ad agencies, media, and trade associations in several European countries
including the United Kingdom and France have begun pushing for self-regulation that
would include efforts to help children understand and interpret advertising effectively
rather than banning efforts to reach them. 52
The discussion of differences in the mar-
Global versus Localized Advertising
keting environments of various countries
suggests that each market is different
and requires a distinct marketing and advertising program. However, in recent years a