An analysis of product category restrictions in advertising in four major East Asian markets.
Many nations have restrictions on advertising in certain product categories. This paper examines product category restrictions on advertising in four large East Asian markets: Japan, Taiwan, the People's Republic of China, and South Korea. Product categories included in this study include alcohol, cigarettes, ethical drugs, contraceptives, personal hygiene products and undergarments. Regulatory policy in these categories are described and Albaum et al.'s framework for assessing environmental factors in advertising is used to assess the logic behind the regulation. A wide range of regulations is found across the four countries and it is concluded that a complex web of factors underlies the regulations. Implications for managers are provided.
|Main Author:||Taylor, Charles.|
|Other Authors:||Raymond, Mary.|