ผลกระทบของการควบคุมการโฆษณาของรัฐ ต่อการผลิตภาพยนตร์โฆษณาทางโทรทัศน์ในประเทศไทย / ประธาน พงศ์ประยูร = The impacts of government control on television advertising film production in Thailand / Prathan Pongprayoon
At present, advertising has been under strict control of government. This is due to business has widespreadly utilized advertising strategies to promote its goods or services; consequently, the public or consumer are in the disadvantage position since they are not well furnished with correct information as to the condition of the market and the fact concerning quality and price. The government has played an active role in controlling advertising by executing the Consumer Protection Act of B.E. 2522 and the Food and Drug Act, announced in the gazette. The Acts aim at protecting the consumer in respect to the safety of the consumer in food and drug advertisement. Committees were appointed to take eyes on, follow, and consider about advertising. Specifically, TV advertising is under direct consideration of a committee called the Broadcast Directing Board. TV advertising is under strict control. They need to be considered by various committees, step by step. This makes advertising more respect to consumers. However, the government has just taken action in this matter. So, inexperience of government in advertising causes problems to the business and the advertising agency. There are many weak points in rules, regulations, Acts, and the over acts of committees as well. But the most important problem is the inactive of the government official. The government held seminars to solve other problems between the two parties. Some problems have been promised to be solved, but they still are not taken action. The problems may be solved in case the government try to understand the system of business especially one of the advertising agency. In drafting Acts, regulations and rules, the drafter need to understand marketing and advertising. Concept in considering TV advertising should be more objective otherwise creativety of the advertiser will be [limited.] To solve the problems the business needs to take responsibility and co-operate with the government for benefits of both parties. Good relationships between both parties creates good things to the society. Advertising nowadays bring interest not only to the business but also to the government officer, social welfare association, etc.. In addition, efficient control of advertising create good things to the public as a whole.