MSIAN ADEX TO REACH RM6 BLN THIS YEAR WITH 8 PCT INCREASE

KUALA LUMPUR, July 12 (Bernama) -- The Advertising Standards Authority Malaysia (ASA), expects advertising expenditure (ADEX), to reach RM6 billion this year compared to RM5.4 billion in 2007.

This is an eight percent increase despite the current global economic
slowdown.

The president of the Association of Accredited Advertising Agents Malaysia
(4As) president, Vincent Lee said the advertising industry played a
pivotal role in stimulating growth and innovation.

"So far there has been no drop in spending because of the Olympic Games and
certain events. In fact, for some media, there has been strong growth in terms
of outdoor and digital advertising," he told reporters after the launch of the
revised Malaysian Code of Advertising Practice here Tuesday.

The event was launched by the Advertising Standards Authority Malaysia
chairman, Abdul Kadir Sheikh Fadir, who is also a former Information
Minister.

The code is administered by the ASA under the auspices of the Malaysian
Newspapers Publishers Association, the Malaysian Advertisers Association, the
Association of Accredited Advertising Agents Malaysia and the Media Specialists
Association.

According to Lee, the print media may experience some stagnation this year
from the point of advertising.But he was confident of achieving the target
growth because of the huge potential in television and creative production.

Among others, Telcos, fast moving consumer items, banking and finance are
the top three consistent spenders in respect of advertising.

On the launch of the revised code he said: "We are trying to protect the
consumer at large."

The code is designed to ensure that advertising in Malaysia is trustworthy,
and prepared with a sense of responsibility to the consumer.