AppendixWord文件下载.docx
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AppendixWord文件下载.docx
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Appendix@#@Appendix@#@Case1–TelevisionAdvertisementfor“Whisper–RollerCoaster”(「護舒寶–過山車篇」廣告)broadcastontheHomeChannelofAsiaTelevisionLimited(ATV)andtheJadeChannelofTelevisionBroadcastsLimited(TVB)onAugust2,2009@#@Twomembersofthepubliccomplainedaboutthetelevisionadvertisementfor“Whisper–RollerCoaster”.Thesubstanceofthecomplaintswasthattheclaim“全港最薄嘅Whisper隱形護墊”(WhisperInvisible,thethinnestpantilinerinHongKong)wasfalse,incapableofbeingsubstantiatedandmisleadingtoconsumers.Theproductconcernedwasthinonlyalongtheedgesandtheabsorbentpadatthecentrewasthickerthanproductsofotherbrands.@#@TheBAnotedthattheadvertisementcarriedavoice-over“全港最薄嘅Whisper隱形護墊”(WhisperInvisible,thethinnestpantilinerinHongKong),statingthatthebrand’snewpanitilinerwasthethinnestinHongKongandthecaption“與主要品牌比較(P&@#@GR&@#@DDec2008)”(comparedwithothermajorbrandsofpantiliners)wassuperimposedonscreenindicatingthedateofacomparativestudyconductedbytheadvertiser,Procter&@#@GambleHongKongLimited(P&@#@G).@#@TheBAconsideredthattheclaim“全港最薄嘅Whisper隱形護墊”(WhisperInvisible,thethinnestpantilinerinHongKong)intheadvertisementwasafactualclaimwhichrequiredsubstantiation.Aftertakingintoaccounttheinformationandrepresentationsuppliedbythelicenseesandtheadvertiserinsupportoftheclaim,theBAconcludedthatthereportandtheinformationsubmittedbythelicenseeswasinsufficienttosubstantiatethesuperlativeclaimthatWhisperpantilinerwas“全港最薄”(thethinnestpantilinerinHongKong)asthestudyconductedbyP&@#@GinDecember2008indicatedthattheadvertisedpantilinerwasthethinnestmeasuredattheperipheralareaincomparisonwithsimilarproductsofothermajorbrands.@#@Regardingwhetherthelicenseeshadexercisedreasonablediligenceinascertainingthetruthfulnessoftheclaim,theBAconsideredthatastherelevantlicenseesshouldhavethesensitivitytoprobeintotheevidenceofafactualclaimandparticularlywhentheclaimconcernedwasasuperlativeclaiminanadvertisement,thelicenseesconcernedhadnotexercisedreasonablediligenceinthiscase.TheBAconsideredthecomplaintsjustified,ATVandTVBwerestronglyadvisedtoobservemorecloselytherelevantprovisions,viz.paragraph9ofChapter3andparagraphs1,6and7ofChapter4,oftheGenericCodeofPracticeonTelevisionAdvertisingStandards(TVAdvertisingCode).@#@ @#@@#@Case2–NewsProgrammesbroadcastontheCableNewsChannelofHongKongCableTelevisionLimited(HKCTV)onNovember16and17,2009@#@TwomembersofthepubliccomplainedaboutthenewsprogrammesbroadcastontheCableNewsChannelofHKCTVonNovember16and17,2009.Thesubstanceofthecomplaintswasthatinthenewsitemaboutalocalswimmerbeingsanctionedfordoping,thestationwronglyidentifiedanotherswimmerasthedopingswimmerinagroupphotograph.@#@TheBAnotedthat–@#@(i)inthenewsitemaboutateenageswimmerbeingtestedpositiveforsteroidsaftertheHongKongInternationalOpenChampionshipsinSeptember2009,aphotographofagroupofswimmerswereshownandoneoftheotherswimmerswaserroneouslyred-circledastheswimmersanctionedfordoping;@#@@#@(ii)theconcernednewsitemwasrepeatedlybroadcastonCableNewsChannel,alocal24-hournewschannel,onNovember16and17,2009;@#@and@#@(iii)HKCTVadmittedthatitwasaninadvertentlapse.HKCTVhadnotmadeanycorrectiononairasthemistakewasdrawntotheirattentionquiteawhilelaterandboththemisidentifiedswimmerandHKCTVconsidereditmoreappropriatetomaketheamendmentinwritingthanon-screen.HKCTVhad,amongothers,apologisedtotheaffectedswimmerbothverballyandinwritingandtakenmeasurestoavoidrecurrenceofsimilarlapse.@#@TheBAconsideredthataccuracywasveryimportantinfactualprogrammesespeciallyinnewsprogrammes.Professionaljournalistsshouldmakeeveryefforttoverifythefactsoftheirnewsreports.TheconcernedlapsemightcauseembarrassmentandinconveniencetotheaffectedswimmerasHKCTVhadreportedaninnocentathletebeingsanctionedfordopingmistakenly.Sincethereportwasrepeatedlybroadcastinalocal24-hournewschannelfortwodays,theadverseeffectcouldbeaggravated.HKCTVwasunawareofitslapsesometimeafterthenewsbroadcastandprovidednotimelyrectificationannouncementtoreduceanyharmwhichmighthavebeencausedtotheconcernedswimmer.HKCTVhadnotmadereasonableeffortstoensuretheaccuracyofthefactualcontentsofnews.TheBAconsideredthatthecomplaintswerejustified.Takingintoaccount,amongothers,therelevantprecedentsandthatHKCTVhadnotcommittedsimilarlapsesinrecentyears,HKCTVwaswarnedtoobservemorecloselytherelevantprovision,viz.paragraph1AofChapter9,oftheGenericCodeofPracticeonTelev
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