I refer to the letter from Professor George Woo (Sunday Morning Post, April 8) complaining about a television advert on the health-care plans of Blue Cross. He alleged that the advert perpetuated a myth about treatment of illness and asked why it was approved by the Television and Entertainment Licensing Authority (Tela). There is no pre-censoring of broadcasting material in Hong Kong. Material broadcast on licensed television and sound broadcasting services, however, must comply with the relevant provisions of the Broadcasting Ordinance (Cap. 562), the codes of practice and the licences of the respective licensees. When a complaint is received, Tela will investigate in accordance with the relevant provisions. In fact, Tela received Professor Woo's complaint against the advert on February 26 and replied to him on March 6, informing him of its investigation. The relevant provision in the Commercial Television Code of Practice on Advertising Standards stipulates that no advertisement may contain any descriptions, claims or illustrations which expressly or, by implication, depart from the truth or mislead about the product or service advertised, or about its suitability for the purpose recommended. Our investigation revealed that this advert promoted the medical policy of an insurance company. A doctor was asked by his patients whether they could skip an injection, and he replied that an injection would bring a speedier recovery. In another scene, the doctor, who was then a patient himself, asked an old doctor to spare him an injection and the latter gave him the same advice. The advert conveyed the message that one should never be complacent about one's health. The remarks relating to the taking of injections, presented in a dramatic and comical manner, did not represent a factual claim. It was unlikely that the average viewer would take the remarks as serious medical advice. The complaint was thus classified as unsubstantiated. AVA CHIU for Commissioner for Television and Entertainment Licensing
