KUALA LUMPUR: Local councils have been urged to ensure that all advertisement billboards and signages use correct Bahasa Malaysia.
Urban Wellbeing, Housing and Local Government Minister Datuk Abdul Rahman Dahlan said this was needed to address the increasing cases of advertisements in public areas using wrong syntax.
“The authority in addressing this issue is the local governments, so, they have to ensure the advertisements put up in their areas comply with the regulations and use correct Bahasa Malaysia,” he told the New Straits Times yesterday, commenting on Deputy Prime Minister Tan Sri Muhyiddin Yassin’s call on Tuesday for the more prudent use of Bahasa Malaysia on billboards.
Rahman said advertising companies should also obtain a certificate of approval from Dewan Bahasa dan Pustaka (DBP) for the advertisements before submitting their applications to local councils, as agreed in the 67th National Local Government Meeting on March 4.
He also urged property developers to refrain from naming their new projects in English.
“Sometimes we have English names for condominiums and housing estates. In Jakarta and Thailand, for instance, they are very proud of their languages. Having property names in our national language will not devalue the property.”
Muhyiddin, who is also education minister, had said the citra bahasa (portrayal of the language) in public places required the dedication of the local authorities in enforcing advertising laws, which outlined the priority of the national language to be used on billboards, businesses and buildings.
He said the increase in the naming of housing estates, markets, warehouses and institutions that did not reflect proper use of Bahasa Malaysia was alarming.
DBP director-general Datuk Dr Awang Sariyan said local authorities should make sure that advertising agencies obtained the institute’s certificate of approval before approving the advertisements.
“Local authorities should be more firm when enforcing the ruling. Billboards and signages erected without permit should be removed immediately,” he said, adding that last year, DBP had approved more than 37,000 signages.
Awang said every Malaysian should uplift the national language.
“The national language reflects our identity. We have to be proud of our identity,” he said, adding that developed countries, such as China and Germany, gave priority in using their language despite being fluent in English.
He added that in this digital era, educators should be more creative in attracting people, especially the younger generation, to learn Bahasa Malaysia. He said literature should be digitised and must be made available on various platforms, such as tablets and smartphones.
“DBP has, in fact, moved to digital platform and most of our applications are available online.”
The Association of Accredited Advertising Agents Malaysia (4As) executive director Kenneth Wong hoped the government would come up with a system where definitive timelines of the approval process were laid out transparently.
“If the timing is reasonable, and the authorities abide by it, we feel there’s no reason why advertisers, advertising agencies and outdoor media companies will not include the timing of the approval process in their campaign planning.
“There’s no question about not conforming to the directive if it becomes law. Currently, all outdoor advertisements need a local council licence or permit. We understand local councils collaborate closely with DBP if the advertisement is in Bahasa Malaysia.”
He said advertising companies supported the correct use of all languages, especially Bahasa Malaysia.
However, he said advertising was about creativity and there were occasions where the creative use of a language was deemed acceptable, and sometimes, necessary.
“We hope that DBP is mindful of this and will process the application for approval, and view the advertising message in relation to context, and have the idea of the advertisement in mind.”