Abstract

This study focused on understanding challenges within creative development of advertising industry in Malaysia. This will be analysed through the adaptation that needed to be made by key industry players from two advertising self-regulatory guidelines in Malaysia which are Malaysia Advertising Codes of Practice and Malaysian (The Code) and Multimedia Content Forum of Malaysia (the Content Forum). Both code of conduct is a crucial part of the advertising regulatory framework as it justifies the mechanism behind industry implementation in any kind of advertising messages intended. Using Sternberg & Lubart (1995) Investment Theory of Creativity, this article analyses the idea behind regulatory bodies' rules, focusing on the role of the contemporary advertising creative quality and whether it generates the ability in moulding freedom or restrictions towards industry players. Through purposive sampling, informants were selected within advertising industry professionals such as advertising agencies and brand experts. The historical context and current state of Malaysia's advertising environment were better understood due to the insights from and in-depth interview conducted between regulatory bodies, brand experts, and advertising agency representatives. Outcome of the findings have developed six key concepts to reflect the challenges such as Relationship between client and advertising agencies, Societal acceptance of the creative work, Invasion of social media in advertising, Limited resources for prestige award submission, Layers of approval authority, and Decreasing creative talent pool within Malaysia.