T he Benny Hill Show . We do things differently here. Thus far, I have differentiated only between home markets and new markets, but my third paradox relates specifically to the emerging and underdeveloped markets. It is the paradox of regulation and it relates to the often overprotective attitude of governments in starter markets, who impose strict regulations on advertising. Their rationale is driven by the desire to safeguard their citizens by limiting categories that may be advertised, or what claims may be made.
Tobacco advertising is probably the most topical target.
Recently in the UK, Prime Minister Tony Blair decided on a one-year reprieve before the introduction of a bill to outlaw all tobacco advertising and sponsorship. In the US, recent news of the Federal Trade Commission's proposed action against R.J. Reynolds' Joe Camel character is another example. Many emerging markets have ignored the self-regulatory phase and leaped straight towards stricter, detailed legislative control. Such regulation, designed to benefit the local citizenry, may in fact be directly disadvantageous to them. Whichever way, the traditional local media will be bypassed and the local economy will suffer.