Hong Kong to relax ad rules for broadcasters to boost business edge, minister says

Hong Kong authorities intend to loosen regulations on indirect advertising for broadcasters in response to intense competition from online and streaming media, according to commerce minister Algernon Yau Ying-wah. During an extensive interview with the South China Morning Post, Yau stated that numerous broadcast operators sought a review of the Generic Codes of Practice for Television to enhance the business environment. The government has responded positively to these requests.

Yau explained that the government aims to review the code to maintain its relevance in the ever-changing landscape, ensuring diversified and high-quality programming reaches a broader audience in the Asia-Pacific region. The review will encompass examining restrictions on English and Putonghua programming as well as indirect advertisements during TV shows. Yau noted that current limitations are overly restrictive, preventing even the display of logos on screen for certain products, such as soda drinks.

In addition to indirect advertising, other advertising restrictions may be relaxed in the future, including alcohol promotions. Yau acknowledged that his bureau will consult with other departments to ensure that these changes do not negatively impact public interest, while simultaneously providing the broadcasting industry with increased flexibility and freedom.

When inquired about potential restrictions on online and streaming platforms, Yau stated that controlling content on the internet is a formidable challenge, as no country currently possesses stringent rules for regulating these platforms. The bureau plans to hold consultations by the end of this year, with recommendations expected the following year. The review process is anticipated to extend beyond the current government's tenure, with a five-year plan ensuring policy continuity.

Yau emphasized that the review would be comprehensive, covering not only broadcasting but also other media sectors like TV and film. The government's objective is to establish a new ecosystem for the media and creative industries to thrive. Earlier, the government proposed a legal amendment to safeguard copyrighted works from being utilized in training artificial intelligence (AI) models.

However, Yau believes it is premature to amend the Copyright Ordinance at this time due to AI's rapid evolution and the diverse opinions gathered during public consultations. Any legal amendments will only be reconsidered when the appropriate moment arises.