Political advertising has been gaining popularity - or notoriety - in Malaysia over the years, particularly during general elections. The run-up to the present general elections has witnessed a number of advertisements supportive of the incumbent Barisan Nasional in the mainstream newspapers and electronic media .

The primary goal of political advertising is to buy up space in newspapers, or air-time on television and radio, for custom-made, finely-crafted messages that will attract and persuade a large audience -- the electorate. In Malaysia, like other market economies, just as a company advertising detergent promises to clean the dirt off your undergarments, political parties also advertise and promote their public image -- even to the point of washing the supposed dirty linen of its political opponents.

In theory, all interested parties can advertise their ideologies and policies. In practice in Malaysia, however, political and economic impediments may deny Barisan Alternatif (BA) the opportunity, or adequate opportunity, to advertise its collective image and political stand. In the case of BA, the urge to resort to political advertisements is even more pressing since it has been denied ample access to the media and its press statements have been distorted.

One mainstream newspaper, accused of rejecting political advertisements from the BA, explained: "...advertisements do not come under the purview of the Editorial Department". By implying that the power to decide on advertisements resides solely in the marketing department, the paper gave the impression that the criteria used in these decisions were purely commercial, not political. At the end of the day, though, isn't the marketing department answerable to the newspaper's owner, who invariably is close to the incumbent BN?

Anyway, given the political economy of local media organisations, it is to be expected that BN or its supporters would have a field day placing advertisements. At times, these advertisements are patently distasteful, unethical and morally objectionable. For instance, one full-page advertisement states: "Pas + DAP + Adil + PRM - No principles, No agreement, No experience, No logo even".

Another advertisement warns: "Vote Opposition and you vote the country into chaos"; while a third exhorts: "Don't gamble our future". These are joined by "thriller" advertisements with the headlines "If they can attack a police car today, will they attack your car tomorrow?" and "They caused riots destroying property, endangering lives and affecting the livelihood of hawkers and small businessmen in this country".

Isn't there a code of advertising ethics that can be applied here so that such morally and politically upsetting advertisements can be weeded out? Could the religious values supposedly propagated in the society be an effective deterrent? Or is it too naive to ask these nagging questions?

Social groups, associations, and individuals have also taken out advertisements expressing support and appreciation for BN. For instance, a group of Sikh organisations pledges gratitude to the BN government; the SMI Association of Malaysia and the National SMI Consultative Centre say "thank you" for political stability and economic recovery; and the Malaysia-Singapore Coffeeshop Proprietors Federation and Pan Malaysia Restaurant Owners Federation also pledge their support. In this last instance, one wonders whether it is appropriate to be inquisitive about the "foreign element" in this partisan support.

Other advertisements are more subtle in their endorsement of BN. For example, the highway toll operator PLUS, whose increasing toll rates are felt by road users and consumers in general, has had a series of one-page advertisements carrying subliminal reminders that, for instance, "When you need help, you'll be glad there's a system that works".

Similarly, an MAS TV advertisement (accompanied by the politically correct song, "My Way") purportedly celebrates the achievements of Malaysians, such as climbing Mount Everest and sailing solo around the world -- all accomplished under BN rule.

Having said all that, it is only proper that we acknowledge that BA too has managed to publish its own political advertisements in The Star. However, BA apparently had to succumb first to some editorial restrictions imposed by The Star.

For instance, the tabloid insisted that certain words or phrases be deleted, dampening the impact of the advertisement. In any case, these one-page advertisements are tucked away in the inside pages, so are easily missed. Besides, they are easily overwhelmed by the sheer number of their BN-related counterparts.

It is a sad fact that the Opposition as well as ordinary, politically-conscious and concerned Malaysians, face difficulty getting access to the mainstream media even under normal circumstances. In contrast, corporate players, be they local or transnational, have easy access to the media during prime time TV. These corporations can usually 'interfere' through advertisements during our local news, favourite sitcom, and sporting event.

Through corporate sponsorships, business interests can even dictate or at least influence the kinds of TV programmes, imported and local, that we watch. They also help you forecast the weather and get the right time just before the eight o'clock news bulletin. The symbiotic relationship between media organisations and their corporate clients only serves to reinforce unequal social relations.

This lopsided media treatment suggests that "free competition" of ideas (as well as of goods and services) is a myth. The media substantially favors the financially well-endowed and those whose "political correctness" parallels the world view of the ruling elite. It also impinges upon the democratic right of the ordinary citizen (aka consumer) to make informed decisions and choices.