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An analysis of product category restrictions in advertising in four major East Asian markets

Charles R. Taylor (College of Commerce and Finance, Villanova University, Pennsylvania, USA, and)
Mary Anne Raymond (Department of Marketing, Clemson University, South Carolina, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 June 2000

Abstract

Many nations have restrictions on advertising in certain product categories. This paper examines product category restrictions on advertising in four large East Asian markets: Japan, Taiwan, the People’s Republic of China, and South Korea. Product categories included in this study include alcohol, cigarettes, ethical drugs, contraceptives, personal hygiene products and undergarments. The authors describe regulatory policy in these categories and use Albaum et al.’s framework for assessing environmental factors in advertising to assess the logic behind the regulation. A wide range of regulations is found across the four countries and it is concluded that a complex web of factors underlies the regulations. Implications for managers are provided.

Keywords

Citation

Taylor, C.R. and Anne Raymond, M. (2000), "An analysis of product category restrictions in advertising in four major East Asian markets", International Marketing Review, Vol. 17 No. 3, pp. 287-304. https://doi.org/10.1108/02651330010331679

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