Advertising Regulation
Should advertising be regulated? It
is major issue in those countries where proper advertising system have not yet
developed. Some say advertising if not regulated, the consumers and the general
public could be victims of false advertising claims and misleading and
exaggerated advertisements. This has resulted to specific sins; some controls
have been made in advertising. However, the shabby practices led to a gradual
erosion of the ancient principle of caveat
emptor (let t he buyer beware) toward one caveat venditor (let the seller beware) - that is toward
regulation. So, advertisement must be truthful at any cost.
“The
general tendency is that the people believe advertising makes people buy things
they do not want,” this is why some people think it needs to be regulated. The
advocates of regulation on advertising charge that it propagates stereotypical
images to false claims and also to those like children who do not have mutual
capacity to distinguish fact from a sales pitch. Similarly, some ads tend to be
vulgar and obscene and unsuitable for viewing by younger audiences. But the
major reason for advertising to be regulated could be because of unfair and
unethical advertising and its effects and also to ensure fair practices.
Whatever
the claims could be some restrictions are made for both advertisers and
agencies to do business. [2]
Regulation could range form allowable language in legal and financial
advertisements to size and placement of outdoor signs. But advertising
throughout the world has been regulated through variety of systems:
· Law and regulations of legally constituted bodies.
· Media control over the type of advertising acceptable for
publication or broadcast.
· Self-regulation by advertisers through their own codes of conduct.
Advertising
is also controlled indirectly through lobbying of consumers or business group
as well as from taxation of certain types of advertising. In countries like
Denmark, Norway and Sweden, consumer ombudsman applies the laws regulating
advertising and persuades advertisers to comply with both national law and
codes of International Chamber of Commerce.[3]
Federal,
state, and city governments have passed legislation restricting advertising in
various ways in the United States. The Supreme Court of the United States has
overturned some restrictions, however, ruling that advertising is protected
under the free speech provisions of the First Amendment to the Constitution,
although to a lesser extent than political speech. In a landmark 1976 ruling,
Virginia State Board of Pharmacy v Virginia Citizens Consumer Council, the
Court declared advertising to be a semi privileged form of free expression,
subject to some regulation. In the Virginia case the Supreme Court struck down
a ban that prohibited pharmacists from advertising drug prices. The ruling
removed bans that had applied to other professionals, such as physicians and
lawyers, and enabled them to advertise their services.[4]
In
the United States the main government regulatory agency for advertising is the
Federal Trade Commission (FTC). The FTC enforces a variety of consumer
protection laws to eliminate ads that deceive the consumer. The FTC defines
deceptive advertising as any ad containing a misrepresentation or omission
harmful to the consumer. An advertisement does not have to be untrue to be
deceptive.
The
key to the FTC's regulation of advertising is its power to require that
advertisers substantiate the accuracy of their claims. So if advertisers say
that "tests prove" or "physicians recommend," they must be
able to show test results or affidavits from doctors. Moreover, companies
cannot misuse evidence.
Products
that can affect health receive special regulatory attention. The U.S. Congress
banned cigarette advertising from radio and TV in 1971 under the Public Health
Cigarette Smoking Act. In 1998 the tobacco industry and the attorneys general
of 46 states agreed to ban outdoor cigarette advertising and the use of cartoon
characters in advertising, a practice that many thought had encouraged young
people to start smoking.
Advertising
directed to children has received considerable scrutiny. In 1990 Congress
passed the Children's Television Advertising Practice Act. Among other things,
it set limits on the amount of advertising that could be included in children's
television programming and barred hosts of children's shows from selling
products.
State
laws and enforcement bureaus impose additional regulations on certain types of
advertising, particularly those involving contests. These regulations may
differ from state to state. Consequently, advertisers planning a national
contest through newspapers may have to prepare several different versions of an
advertisement to comply with the varying laws. In some states the media are
themselves regulated.
The
advertising industry has resorted to self-regulation in a serious effort to
stop abuses before they occur. These self-imposed codes of ethics and
procedures aim principally to curtail not only bad taste but also
misrepresentation and deception in copy and illustrations, as well as
derogatory and unfair representations of products of competitors.
Several
advertising trade associations are concerned with maintaining high standards.
The associations believe it is good public relations to do so, inasmuch as
advertising that weakens public confidence damages the impact and influence of
all advertising.
Individual
media and media groups often establish their own codes of ethics. Some
newspapers and magazines refuse to publish advertising for tobacco and
alcoholic beverages; most of them, in varying degree, investigate the
reliability of advertisers before accepting their copy. Some publishers have
strict rules about the presentation of advertising to prevent the publication
of false or exaggerated claims and to preserve the aesthetic tone of their
publications.
Radio
and television stations generally try to investigate the company and its
product before broadcasting advertising messages that might cause unfavourable
reactions. The networks and the National Association of Broadcasters have
established codes regulating the advertising of medical products and
controlling contests, premiums, and other offers. All the networks maintain
so-called acceptance departments, which screen both commercial and
non-commercial scripts, either deleting or challenging for substantiation any
questionable material. Most magazine publishers have their own strict rules on
acceptance of advertising copy.
The
American Advertising Federation, an organization of leading national
advertisers, has long campaigned for “truth in advertising.” Other
organizations that promote ethical standards are the American Association of
Advertising Agencies and the Association of National Advertisers. The Institute
of Outdoor Advertising encourages its members to improve the design of their
advertising posters and signs and, more importantly, to make sure they do not
erect advertising billboards in locations where they will mar the landscape or
otherwise offend the public. The best-known and most active watchdogs in the advertising
field are the Better Business Bureaus, which bring pressure to bear on
unethical advertisers through persuasion, publicity, or, in extreme cases,
legal action. The fact that local and national bureaus are subsidized by both
advertisers and media reflects the conviction of modern business management
that “good advertising is good business.”[5]
Likewise,
in Great Britain government department advertising is organised by Central
Office of Information which appoints agencies for different campaigns. Legal
control of British ad falls into two areas: a) common and private law areas and
b) stautue law areas. Under Advertisements (Hire Purchase) Act 1967 any
advertiser is expected to be familiar with the laws of defamation, contract,
copyright, trade descriptions and fair trading and so on. Advertising ethics
comes under the purview of the Advertising Standard Association (ASA) and the
Code of Advertising Practice Committee. Radio and television ad is also
controlled by a similar but more extensive Code which is included in the
Independent Broadcasting Authority Act 1973 so that its strictness here has the
force of law.[6]
The
Indian Advertising is also governed by three categories of law: the
constitutional law, the Indian Penal Code and Criminal Procedure Code (1973)
and the legislation which are related to press. The Indian advertisement are
controlled by different Acts of the country like Drugs and Cosmetics Act, 1940;
Drugs Control Act, 1950; Drugs and Magic Remedies Act 1954; Copyright Act,
1957; Trade and Merchandise Marks Act, 1958; Prevention of Food Adulteration
Act, 1954; Pharmacy Act; Prize Competition Act, 1955; Emblems and Names
(Prevention of Improper Use) Act, 1950; Consumer Protection Act, 1986; Indecent
Representation of Women (Prohibition)Act, 1986, AIR/Doordarshan Code; Code of
Ethics for advertising in India issued by the Advertising Council of India;
Code of Standard in relation to the advertising of medicines and treatments;
Standards of practice for Advertising Agencies.[7]
The description on regulation on above
countries in the world quotes on regulating advertising and what kind of laws
effect the adverting and why advertising must be regulated.
5. Regulating Advertising in Nepal
There is no specific law relating to
advertising in Nepal. Advertising is affected by the relevant constitutional
provisions, governmental administrative and regulation and self regulation of
the industry itself.
As
advertising is directly related with the media, to see the legal provision in
the country, it is necessary to observe the provision on press provided that by
the constitution. The earlier constitution of Nepal introduced in 2004 BS
(1948)[8],
the interim constitution in 2007 BS (1951AD), Constitution of Kingdom of
Nepal-2015 BS and Constitution of Nepal 2019 BS (1962), had endorsed freedom of
press as fundamental rights of the people. The provision in the constitution
can also be interpreted for advertising in the country.
However,
the first prototype code was promulgated in the form of a decree (Sanad) issued
by Prime Minister Dev Sumsher J.B. Rana to guide the operations of first
official newspaper ‘Gorkhapatra’. The decree set limits what were not to be
printed and gave freedom to what should be printed for public knowledge. This
was for the first time advertising was prioritized through the decree published
in 1958 BS. It states “advertise useful facts for all”(Duniya lai Hunya Istihar……) [9]
, this shows advertising has also been prioritized during the initiation of
Gorkhapatra.
The
constitution of the kingdom of Nepal-1990 has the provision in the Article12,
which says all citizens have freedom of opinion and expression. Likewise,
Article 13 provided the Press and Publication Rights to all the citizens and
has guaranteed pre censorship in any of the written matters shall not be
allowed unless it undermines the sovereignty and integrity of the Kingdom of
Nepal, or which may jeopardise the harmonious relations subsisting among the
people of various castes, tribes or communities; or any act of sedition,
defamation, contempt of court or incitement to an offence; or on any act
against which may be contrary to decent public morality and behaviour. The provisions in the constitutions even
though does not have clear provision for advertising, it has enough room that
can be interpreted by the lawyers which also relates to advertising.
Likewise,
all the advertising agencies to work within the country have to be registered
as service industry at Cottage and Small Scale Industries Department, Commerce
Department. It is regulated by Company Act 1958 and Cottage and Small Scale
Industry Act 1963.
The
Press and Publication Act 1991 (2048), in its Section 14 and 15 have the
provision that any publication should not bring hatred to the king and the
royal family in any form, undermines the sovereignty and integrity of the
Kingdom of Nepal, or which may jeopardise the harmonious relations subsisting
among the people of various castes, tribes or communities on any act against
which may be contrary to decent public morality and behaviour. Likewise,
Section-15 has the provision that publication of notice on the specific
subject, incident or related to any area can be published within the time
limited that it can be published and should be authorized and ordered to have
it published.
The
National Broadcasting Act 1992 has regulated radio broadcasting media for
advertising in radio in the broadcasting through its Section 14 and 15.
Section-14 has scheduled specifically provided for access to radio broadcasting
time for advertising but it also has the provision for banning advertising of
goods related to tobacco or alcohol drinks on the ground of public health.
Section-15 of the Broadcasting Act have the provision that cannot be advertised
which bring hatred to the political parties, obscene materials, remove the
elected government using the agitating force, bring incitement and fear among
the citizens, speaking against the non-aligned character of Nepal and materials
that may jeopardise, insult the harmonious relations subsisting among the
people of various castes, tribes or communities are not allowed to have them
broadcasted. Likewise there are laws that relate to the content of
broadcasting, which also can be associated with advertising because the
broadcasters are required to ensure compliance in anything that is put On
Air.
Cinematograph
Act 1969 (amended in 1990) has regulated in the production of movies, its
exhibition and distribution business. There are also laws that directly relate
to advertising but it is also affected by the general limitation on the content
of messages, under different laws from copyright to the Public Offences laws.
The Defamation and Libel Act- 2016 in Section 6 has the provision for
punishment if published any materials which have libellous character. Likewise,
Nepal’s Copyright Act -2022 have clearly mentioned advertising through any
media to audience, about the creative work showing the writing belongs to
others is a punishable act.[10]
There
is also law that would require the Press Registrar to make information
available on circulation etc. to advertisers upon payment of a certain fee;
this could help advertisers to make media decisions, depending on of course the
reliability of the information so provided. There are also laws governing
general business such as Contract Act 2056 and Patent and Trade Mark Act 2020,
where advertisers would have to abide by. Also the laws that affect commercial
broadcasting also affect advertising and so do laws relating printing and
packaging, where they exist. Also laws to control gambling and money lending
affect advertising Advertisers may face both ‘civil’ and ‘criminal’ actions for
violating law.[11]
Advertising
is also affected by Consumer Protection Act 2054 which states information on
the product and service can be provided to the consumers. The information must
be truthful on the quality of the product and service. Likewise, the Children
Act 2048 also has the provision that the children should not be posed
negatively in the media. In accordance to the Medicine Act, Nepal Medical
Council (NMC) has framed a Code of Conduct to regulate advertising. The Code of
NMC says it is unethical to solicit patients “directly or indirectly by a
physician, by groups of physicians or by institutions organisations”. Also self
advertisement of the physician is incompatible to the principles and is allowed
to use 18×14 inch size signboard and write their names.
Also
Nepal Bar Association has framed a Code of Conduct for Lawyers in 2051. It says
that for the commercial purpose advertising on the legal firm must not be done.
Also it has the provision of punishment if violated; the punishment can range
to the cancellation of the registration of the firm or the lawyer.
Advertising
are also regulated through the Directives on Advertising of the government
owned media. Gorkhapatra Corporation Advertising Directive-2053 (amended 2057);
Radio Nepal Advertising Directive-2060 and Nepal Television Commercial
Directive-2059 (amended 2061) also have the legal base on the types of
advertisings that could be published by those government media. The government
has banned the advertisements related to alcohol and tobacco products in the
electronic media since 2055BS. However, the advertisement of alcohol and
tobacco have picked up in the newspapers and in the hoarding boards of the
capital and other parts of the city.
The
Code of Conduct for the Journalist also affects the advertising, the Journalist
Code of Conduct 2003 has clear provision for advertising in Section-4,
sub-section 12 stating “Not to present advertising in the form of news”. It
elaborates neither to present an advertisement as news nor to refute news by
way of advertisement; and a communication media shall generally refute news
published and broadcast in another media.
Other
lesser media like hoardings, leaflets, and mobile media are also used and are
governed by laws related to print and electronic. The management of hoarding
board and banners and posters and wall painting in the public area is now
handled by the concerned municipality.
There
is also legal provision in advertising expenses in Nepal. Finance is the key
factor that controls the amount that the firm is capable of spending for a
creative activity of advertising. Here advertising budget depends upon the
government rule (Act). For the tax purpose prior to 2049 BS any company,
industry, profession, vocation and business incurring expenses for
advertisement and entertainment should not exceed 2 per cent and 1 per cent of
the gross profit. After the introduction of Industrial Act 2049, the government
changed the rules of spending on advertisement expenditure under the Industrial
enterprises Act 2049; any industry incurring advertising expenditure can deduct
up to 5 per cent of the gross income. Any other similar expenses shall be
allowed to be deducted while assessing the taxable income. [12]
6. Advertising Policy
Even though advertising in Nepal
lack Advertising Act and regulations, but other laws related to mass media,
consumers act, copyright act, defamation and libel, contract act etc. affects
the advertisements published in the media. Looking over to the historical
development of media in the country, advertising has been a neglected subject.
It is not that no works have been made to develop advertising business in the
country. Timely, provisions on advertising are mentioned in the government
policy while media issues are raised. Until the restoration of democracy in the
country in 1990 AD, advertising issues were not so far discussed, even the
history of media in Nepal is as century old and establishment of advertising
agency is nearly approaching 50 years. Some steps are also taken by the
government to develop advertising in the country.
The
government formed Press Commission on 29th Magh, 2014(1957) for the
first time, under the chairmanship of Justice Shree Krishna Prasad Chapagain.
The report suggested that, “Newspapers need to be given government
advertisements of government offices, departments and secretariats.”
In
1971 (2028BS) New Communication Plan arrived with the motto for communication
development, stress role of media in national development and provides for
points system of evaluation and categorization of private newspapers.
Communication Plan-1971 deals with policy, decision, and programme has
provision related to advertisement for Radio Nepal and Gorkhapatra Corporation.
It has emphasized to produce commercial programmes through radio to earn
revenue; advertisement is identified as one of the source of revenue. It has
focused on the foreign advertising agencies and businessman to advertise in
Radio Nepal largely making contacts to Indian Advertisers. The plan has also
focused study on the quantity of radio sets in the country and import radio
sets. It has set the language standard for advertisement where the use of
Nepali and English were allowed. The policy also states that the commercial
programmes can not be broadcasted at any time in the morning and till 9 o’clock
in the evening. Likewise the commercial programmes can only be broadcasted
after the completion of afternoon and evening programmes.
The
plan for Gorkhapatra Corporation pronounce that advertising and the news policy
needs amendment and to increase the number of pages of the newspaper. Likewise
the plan also states to charge the fee of government advertisement according to
rule set forth and Advertisement Department will look to all sort of
advertisement in the newspaper.[13]
Similarly, National Communication Policy and Programmes of HMG appeared in
1988. A 30-page documents for the first time, recognises importance of regular
audiences survey and recommends them but the policy for advertising was also
limited to the government organisation only.
National Communication Policy-1992 enclose
policies relating to advertisement. The Communication Policy has clearly stated
to provide government advertisements to private newspapers on the ground of its
regularity and classification. Also manage the environment to provide the
government and semi-government industry’s advertisement to the private
newspapers those classified. This provision would also work for the monthly,
bi-monthly, tri-monthly and the literary newspapers.
The
Policy-1992 for Radio Nepal and Nepal Television discourages the advertisement
of alcohol and tobacco. Likewise, for the quota of advertisement and newsprint
the press council would work for auditing and circulation until the associated
publisher, advertisers and the advertising agency are not involved in
classifying the published newspapers. [14]
No
separate policy have been framed for advertising till 2001, the earlier
policies for advertising were acquainted with government media and lack
professionalism, it also ignored private organization. So, timely the
association for advertising agency AAAN[15]
had demanded for clear policy for advertising. The bulletin of AAAN-2055 has
clearly raised the issue for National Advertising Policy as slogan for the
advertising agency. [16]
The
market of the advertising has increased according to the research paper
published by IIDS[17]
in 1996 AD said that the advertising between 1972-1986 AD, the expenses on
advertisements rose by 7 times from 0.4 billion to 3.2 billion. As the advertising
market was and is increasing after the liberalization of economy, need of
separate advertising policy was the demand of the time. During the period AAAN
suggested 11 point proposal for national policy on advertisement business in
1999 AD[18].
Finally, separate advertising policy appeared in 2001. Under the Long-term
Policy of Information and Communication-2001, the government introduced
Long-term Policy for Advertising.
This
is first nation wide advertising policy introduced by the HMG. The Long-term Policy
for Advertising is divided into two sections. The first part deals with the aim
and objective and second deals with policy and programmes. The aim and
objective of the policy-2001 is to develop advertising business as national
industry, and to manage and enhance national economy. It also aims for
impartial and free press and identify advertising as the main source of
revenue. Likewise, the final aim is to make advertisement affective through
inspection of use of language, style and cultural aspect.
The
Policy and programme have altogether 28 points; the proposal of AAAN has also
been accepted. The policy and programmes deals with clear specification of the
right and responsibilities of all parties of an advertisement and draw up a
national advertisement code of conduct that is in line with the constitutional
provisions and national values and ethics. To introduce the policy recognising
advertising agency be associated directly or indirectly with advertising
association and also recognise advertising business as service industry
entitled to all the facilities. The entry of multinational advertising agencies
will have to provide 20 per cent domestic share compulsory and use of Nepali
labour and creation for its development.
There
is also programme to set up an independent body to monitor the electronic media
(audio-visual), digital media, foreign advertisement, and also establish
impartial, representative, free censor board. Registration of newly advertising
agency would be based on the uniform criteria through the recommendation of
recognised advertising association. Set up advertisement subject in the
academic curriculum from school and in the training institute and also adopt
nationalistic approach in advertisement production through standardization of the
language for advertisement, which should uphold Nepali character. It has also
divided advertisement into commercial and social responsible. The policy deals
for the legal management of advertisements of product through trade mark and
copyright; also it promotes advertising through internet.
The
policy is negative towards exaggerated advertisement of the product that
directly affects the health of the consumers like foodstuffs, medicines and
liquors etc., for publication and broadcasting these advertisements needs
consent from the authority and also re-evaluate the ban on alcohol and tobacco in electronic media according to
World Health Organization (WHO) standard.
To
categorize advertising agency in four types according to capital investment,
yearly transaction, number of staffs, relation with different media and
infrastructure. The policy also discourages the foreign content to be dubbed in
Nepali language, and also to determine the rate of advertisement of films,
documents and social welfare and commercial ads. Likewise, manage the outdoor
advertisements and stop the wall painting and wall poster advertisement. The
policy also facilitates to provide advertisements to the newspapers and
electronic media according to their classification, the advertisement would
also be provided to private media that could be quarterly, monthly, bi-monthly,
tri-monthly and half yearly on same ground of classification. The government ads
would be provided through the Department of Information.
Also
the government would manage the ads from foreign sole distributors in Nepal to
publish through the national media targeting the domestic audience; the policy
also supports the local media with providing ads. It has clearly stated that
any publication and broadcasting media should not exceed advertisements to 40
per cent of total contents of the publication and broadcasting. The policy also
states that any industry or firm, organisation should spend 5 per cent of the
total profit in advertisement.
The
National media policies of 1971, 1988, and 1992 have been framed in the view of
the requirement of national mass media organisation and hence the documents
scarcely bear a provisional or local perspective. This explains the imbalance
in the distribution of resources and chronic absence of district and
community-based media initiatives. The above advertising policies are only
limited to government owned media and only a statement have been endorsed to
provide advertisements to the private media in accordance to classification.
The media policy also lacks in thinking about developing the advertising as an
industry. IIDS research report states that private sector press are at a
disadvantage from the viewpoint of getting the share of advertisement revenue,
since the three largest government media- Gorkhapatra Corporation, Radio Nepal
and Nepal Television- bag almost whole bulk of the advertisement revenue
leaving very little for the private sector press.
Even
today the total bulk of advertisement belongs to the government. So, to
properly manage the advertisement in the country, the government announced the
Long-term Communication Policy 2001. This policy in comparison to earlier
policies has unique character, but the policy remaining only as a document is
the tragedy. The policy included 90 per cent of suggestion recommended by AAAN,
however lack of law in advertising has made the policy ineffective said Bhaskar
Raj Karnikar, chairman of AAAN.[19]
In fact it is truth, nothing so far has happened from the formation of laws to
the development of uniform code of conduct.
7. Argument on Advertisement[20]
The above regulations and policies in the
country directly or indirectly affect advertising. But lack of Advertising Act
has resulted to major advertising debate. The use of language and the theme of
content, sometimes the sentences or the words are debatable and those
controversial commercials have also been banned.
Many
advertorials published and broadcasted have brought controversies some examples
are: The advertising produced by Ministry of Health the ad on condom (Jhilke Dai! Cha Chaina Condom) was
banned stating that the ad language is not accepted by Nepali culture. The
words Jhilke Dai were removed and was
broadcasted then, but now this ad is stopped. The advertising of washing soap
O.K and Puja; both their advertising undermined the product to show their
product as best, this unhealthy competition of product advertisement was
broadcasted several times on Nepal Television which was against the advertising
policy of NTV. It cannot be denied that this kind of advertisement will not be
published in the coming up days. Unless there is any complain on advertisement
of a product, the publicity continues in the media in the present day. No one
is there to monitor in this kind of issue, this is why censor board is
needed.
Some
advertisements published in the newspapers are deceptive; especially
educational institute’s guarantees for excellence on computer hardware in a
much stipulated period, also some advertorials guarantees to make people
perfect in English language in a month, which is totally false.
Also
use of children in advertisements has proliferated to advertise the product of
noodles, chocolates, biscuits, oil etc especially for the edible product,
without thinking of the psychological aspect of children. Also use of women in
the advertisement with the traditional concept of domination is shown in Nidhi Tea ad.
Like
wise the use of sensational terms are found in the products; like ‘a friend in
hard times’, ‘there is no better way to relax’, ‘what can satisfy more than
virgin’. The ad of Virgin whisky
tells nothing more than to attack virgin girls, which can easily corrupt the
youths.
These
kinds of advertisements are the commonly used in the Nepali media; also use of
ad meant to broadcast in television is used for the radio, what it portrays to
the listeners, it is matter of research. This kind of ad will bring no impact
to the listeners or rather mislead them and is entirely contrary to the system
of choosing media. So, it is necessary to check the advertisements published
and broadcasted in present day through regulation or be self-regulated.
9. Challenges and issues
After the decade of 1990s,
advertising has become a growing industry. The investment in the advertising
sector has also increased. But still the Nepali advertising faces challenges
for its development. The major challenges and issues are:
i)
Lack in legal
and ethical guidelines for advertising agencies and the private media.
ii)
Impact of
foreign advertisements.
iii)
Lack special
monitoring sector.
iv)
Impact of
advertising in the content of news.
v)
Lack in
government advertisements to the local newspapers.
vi)
Advertising
Agencies still depend upon 15 per cent commission provided to them by the media
organisation.
vii)
Lack in
advertising educational institution.
viii)
Lack proper
execution of the out-door advertisement policy.
ix)
Lack awareness
in people about the advertisements exposed to them.
x)
Lack proper
functioning of Audit Bureau of Circulation (ABC) to tell about the circulation
of newspapers.
xi)
Lack research
in advertising.
xii)
Industries have
closed down due to Maoists problem, so advertising is facing hardship.
So, if the advertising industry is to
prosper in the country, the above mentioned bottlenecks should be considered.
[1] Defleur, Understanding Mass Communication, pp.323
[2] Binod Bhattarai and Lal Deosa
Rai- Advertising and Public Relation,
pp-163. Nepal
[3] Ed. P Kharel, Media Issues in Nepal FES , 2001.
[4] Encarta Encyclopaedia-2003
[5] Encarta Encyclopaedia- 2003
[6]Ed. P Kharel, Media Issues in Nepal FES , 2001.
[7]Ed. Venkat Iyer, Mass Media Laws and Regulation in India- 2nd
edition. AMIC, 2000
[8] The constitution of 2004 could not come into practice.
[9] Devkota , Nepal
[11] Binod Bhattarai and Lal Deosa
Rai-Advertising and Public Relation –- pp.163. Nepal
[12] Tulsi Ram Pokhrel, Thesis-
Prospects on Advertising in Nepal Tribhuwan University
[13] Nepal
[14] Nepal
[15] AAAN- Advertising Agency Association Nepal, is an association of
group of ad agency established in 2047BS.
[16] See AAAN bulletin-2055
[17] (IIDS)Institute for Integrated Development Studies, ‘Mass Media and
Democratization’,1996.
[18] Tulsi Ram Pokhrel, Thesis-
Prospects on Advertising in Nepal Tribhuwan University
[19] Himal Magazine; pp-46. 29-14
May 2003
[20]Himal Magazine; pp-44-45. 29-14
May 2003.
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