Information Minister Khalil Yaakob, speaking in Parliament on Tuesday, stated that the Home Ministry, under Deputy Prime Minister Badawi, screens all TV advertising for any harmful content.

This action by the Film Censorship Board, complements the guidelines given to RTM by the Information Ministry, and are to be followed by all public and private television and radio stations.

Khalil did not comment directly on the large number of TV ads which promote the sale of cigarettes. Although such advertising, known as parallel advertising, is legal, during prime time the ads run continually, camouflaged as travel and tourism ads. A new one promotes a brand of coffee.

An article in the business news, however, states that this is the launch of a new cigarette in Malaysia, as a result of a marketing agreement between a Malaysian company and a German firm. Sales are expected to grow by eight percent a year, "despite increasing awareness of the health hazards of smoking".

There are to be two new committees set up to discuss the content of TV and radio programmes. Feedback from the public is invited. Since cigarette advertising is clearly illegal, public feedback reveals the effort to censor advertising content is a failure.

The Minister for Health, Chua Jui Meng, has publicly opposed the sale of cigarettes. He reports a worrisome trend toward increased teenage smoking. His is a lonely voice.

Tobacco companies enjoy immunity

The tobacco companies operate in Malaysia with total immunity. They enjoy the encouragement of the Youth and Sports Ministry and the Information Ministry, who are more interested in money than the deleterious health effects on people.

These are multi-national corporations well aware of the health risks associated with smoking. They are indifferent to what happens to their customers. They just don't care. And they refuse to take responsibility. They will continue to escape liability so long as they can win law suits in all jurisdictions where they operate.

The next time the Information Minister appears in Parliament, perhaps he can explain the little tag indicating RTM approval which appears with each TV advertisement for cigarette companies.

The cigarette companies admit that the ads are their creations. The question arises why the government doesn't act, instead of just talk about the harms of globalisation and the multi-national corporations?

Future generations are at risk. Over 50 percent of male Malaysians now smoke, and the teenage figures are 35 percent. The numbers are increasing. Children are being targeted, along with women. What must the public do to get a response to this clear violation of the law?

Must street rallies be held outside the ministries, led by the Malaysian Medical Association and the Penang Consumers' Association, to attract attention to this problem? It would be much simpler if the government would just amend the existing law and order for the TV ads to be stopped. Stop the hypocrisy. Immediately.

HARUN RASHID is a scientist avidly interested in the application of Islamic principles in international affairs. The promotion of goodwill through civilisational dialogue motivates his writing. His Worldview column is a personal analysis of Malaysian affairs from a global perspective.