Appendix.docx

Appendix.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