Let the buyer beware of products and services

By Wirasti Wiryono

JAKARTA (JP): What can a customer do in an age of "The public be damned", as quoted by mass communications expert M. Budyatna, especially when he or she has been misled into buying a product or service which does not live up to its advertisement?

Budyatna, also the dean of University of Indonesia's School of Social and Political Sciences, referred to a time in American history between 1865 and 1900 when industry colluded with government to reap maximum profits -- without being concerned about related issues -- which wreaked havoc on the public, their rights, the workers and the environment.

The situation was changed by a railroad workers strike, a move that led to bloodshed and a looting rampage that awakened the American government to create laws that prevented businesses from lobbying with government officials. Once these laws were enforced, such practices were a crime and a more orderly climate became possible, he said.

He said that it is important to strive for a position of "The public be informed" on products and services despite the roadblocks because the struggle for proper rules are not a gift to the people.

He lamented the role of the Indonesian Consumers Organization (YLKI), whose voice, he feels, is going unheeded.

"The YLKI should be given a wider role to assess the products and services available on the market," he suggested.

Under the YLKI's helm, there would be various experts, including lawyers, religious figures, doctors and members of the public to supervise practices in advertisements here, Budyatna said.

He said that the advertising community currently maintains a code of ethics, not an advertising law as found in developed countries.

He deplored the condition of advertising in Indonesia, much of which he finds naive in appearance and remains low in quality. But he believes this situation could improve over one generation.

"Ideally, advertisements have to inform and teach consumers about products and services they really need.

"But in fact, many advertisements manipulate consumers, offering symbolic satisfaction, as in the case of cigarette advertisements," he said, adding that these overseas advertisements are not compatible with Indonesian values.

Budyatna has also been misled by an overseas advertisement; by the Magic Mop. It was sophisticated in presentation but the product itself was expensive and not very effective to use.

Advertising, which encompasses communications, psychology and marketing, requires improvements in Indonesia, especially in human resources development because advertising professionals are still learning by doing, he said.

At the same time, advertisements cannot be blamed entirely for mistakes because they are a function of commerce, he said.

Modern advertising in Indonesia started in 1972, during which time an association was formed from the Indonesian Advertising Association, which was established in 1949.

The Association of Indonesian Advertising Agencies (PPPI) currently has about 180 members nationwide. Between 60 percent and 70 percent of these are operating in Jakarta. Membership has increased by 47 percent between 1992 and 1996.

Gross advertising expenditures by media, exclusive of various discounts and special offers, reached Rp 4.14 trillion (US$1.7 billion) in 1996 and are projected at Rp 4.96 trillion this year.

According to his sources, television took a 53.2 percent lead and made Rp 2.2 trillion ($904 million) last year. Newspapers followed closely, with Rp 1.2 trillion; Rp 270 billion for magazines and Rp 189 billion for radio.

Advertising budgets are also high, with production costs for a television commercial worth Rp 300 million to Rp 400 million, while print advertisements cost Rp 10 million.

PPPI chairman, Yusca Ismail, admitted that advertisements always cause controversies within different sectors of society, depending on perspectives and levels of tolerance.

Yusca said that one problem is conveying an understanding about advertisements to the public, a part of which life is depicted to attract audiences.

He acknowledged that there are no advertising laws as found in developed countries but there are a code of ethics, government rules and regulations on the press.

Over the years, improvements on the code of ethics, food labeling and advertising laws have been made, he said. He added that the industry has matured over the past three years.

Yusca, also head of the Perwanal DMB&B advertising agency, hailed the restrictions currently in practice on advertising here, including competitive advertising, the use of superlatives and the use of doctors and attributes, all of which are not allowed.

He said the association is currently handling 10 complaints on consumer product advertisements. Eight are considered to be "justified", while the remaining two are "border cases". Decisions will be announced at the end of this year.

He urged consumers to look carefully before making purchases because advertisements aim to sell a dream.

Products like toothpaste are a low risk purchase for him because the cost damage is minimal, while he would think very carefully about purchasing a car, which is more costly. He often asks friends, seeks information and looks at the particular car closely before making a decision to buy.

He said that in the final analysis, parents play an important role in educating children about foods, especially those which are processed and considered unhealthy.