By Editor

 
The Royal Gazette has published an announcement restricting the use of certain phrases in advertisements as they are said to mislead customers when purchasing products or services.

 

Under the rules which are now in force, phrases that can cause confusion or misunderstanding are prohibited.  They include superlatives such as ‘’best’’, ‘’finest’’ and the ‘’one and only’’ and terms that guarantee satisfaction such as ‘’money back guarantee.’’

 

The announcement also requires written advertisements to be clearly displayed in Thai, although it is unclear how this effects English language publication. Announcers in radio and television commercials are to speak clearly and not too fast.

 

For broadcast media, text must be clearly displayed for no less than five seconds and the text height must occupy at least a 25th of the screen height.  Customers must be informed of the terms and conditions of any free offers or services.

 

The use of such superlatives in local advertising is easy to find.  For example ‘’the ultimate experience’’ or ‘’the best in Thailand.’’  Whether quoting review sites which rank various establishments as being the best in a location is also questionable.

 

And our non-favourite advertising description – the word ‘’unique’’.  As no two establishments are ever exactly the same, they could all be described as unique, but not necessary in a positive way.  So what does that description really mean?

 

Source: https://royalcoastreview.com/2023/01/new-advertising-restrictions-your-business-cant-be-called-the-best/

 

-- © Copyright Royal Coast Review 2023-01-24

 

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So, they have anti-defamation laws to prevent people from pointing out the worst and now the folks with the best can't advertise it. 

I'd like to get to know a couple of these people who make these kind of decisions/proclamations, just so I could judge how ditzy they are.  But it's all probably done by committee after many paid lunch meetings.  I'm sure there is an algorithm for calculating the stupidity ratio based on the number of members and such. 

 

To be fair, I should study my Thai language and culture for another 10 years and read all they write about this in Thai before I grouse about it.  But if I ask my Thai wife about it, she'd say "What the hell do you expect?" and look at me like I'm a moron. 

This reminds me of a tire commercial from the 1980's.

 

Tires Ain't Pretty!

 

 

This post is the best.  

2 hours ago, webfact said:

The announcement also requires written advertisements to be clearly displayed in Thai, although it is unclear how this effects English language publication.

Money back guarantee always got lost in translation anyway.

I am happy that the PM can't say he us the best for this country anymore too...

the clown show continues. 

Yeah right, like this will stop merchants and shoddy operators from selling their dodgy stuff and advertisers from doming up with a new term to replace 'the best'... 

So now I can offer for sale items which state "Not the piece of feces you think but just a tad more lovely"

From the many Thai adverts I've seen on social media, such as FB, Youtube etc....all claiming to be so wonderful....I wonder if any of the products have ever been tested.

 

Did George Orwell sneak himself into the Thai administration?

Well I think they are screwing the consumer on money back guarantee, but I guess there are many ways that they can adjust the wording or just tell the customer if they don’t like it, tough sht. The government won’t let me do it. ????

34 minutes ago, stoner said:

the clown show continues. 

...and remember where these machiavellian practices originate.

*[hint: royal gazette]*

Just call it 'The Very Best'...

1 hour ago, BananaStrong said:

This post is the best.  

   ..........   your not allowed to say that     !

Lazada and Shopee may as well close down .... 

Does this extend to ‘SALE’, I wonder? You know, those stores where everything has been on 50% sale for like 10 years. 

10 minutes ago, StayinThailand2much said:

Just call it 'The Very Best'...

You meant the berry vest right?

1 minute ago, daveAustin said:

Does this extend to ‘SALE’, I wonder? You know, those stores where everything has been on 50% sale for like 10 years. 

or those that have been closing soon, going out of business everything must be sold at the Best, Reduced prices.....

Looks like the Woke movement has arrived in Thailand along with the cancel culture regime.

How about removing the word "guarantee" as its meaningless and misleading here ???? 

Can you say, one of the very best?

I do agree with the bit about not talking too fast.

Listen to the ads on LBC radio, UK, and most have them have 'T&Cs' spoken so quickly they are not understandable.

Same as the 'small print' at the bottom of TV ads. 

10 minutes ago, sammieuk1 said:

How about removing the word "guarantee" as its meaningless and misleading here ???? 

or do they mean '  guaranteed you'll be ripped off someway or another    !

This is the very most No. 1 slippery slope.

Thailand really worrying about the issues that matter ????

Have to start thinking of alternative expressions.

Not as good as some but not the worst.

Our products are worth buying. So buy now! 

Let us give you the spa of a lifetime. It won't kill you.

We don't guarantee a happy ending. But money helps. 

Out airport van service won't roll over and explode. 

 

2 hours ago, steven100 said:

   ..........   your not allowed to say that     !

When you have a beauty contest and they pick a winner is she really the best? Really?

Nothing unusual here. Most countries such as UK, US, S Africa, EU etc have similar restrictions.