http://www.geocities.com/harunrmy/93ISA.html

Why The ISA Must Not Sell

by Harun Rashid

Aug 25, 2001

Advertising has one goal, to instill a psychological frame of mind in the consumer to purchase the product or service. It should be noted that while ethics are always a concious consideration of advertisers, it is generally neither a deterrent nor a guide. Advertising agencies are rated on success, not concern for public health or benefit. The more damaging the product, the greater is the effort and expense required to market it.

Stealth and deception are often required to deceive the consumer when the product is prohibited by law or tainted by association with toxic substances or other harmful effects. An example is the trade in cigarettes, which are associated with a long list of health risks to those who involuntarily join the ranks of nicotine addicts.

A few months ago a tobacco company announced its entry into the Malaysian market, beginning its marketing effort with an expensive TV advertising campaign. But tobacco advertising is not allowed on Malaysian TV by law. The ministry of health has recently gone officially on record as opposed to the sale of tobacco products, especially attempts to addict adolescents. The TV campaign was disguised as a brand of premium coffee.

The cabinet, a few months ago, issued a directive that the connection between the cigarette companies and the youth ministry must end, and commendably this has occurred. The vacuum created by loss of income to the sports ministry has been filled by Nestle, promoting its Milo brand of chocolate drink. The signboards surrounding sports arenas are now painted in Milo colours rather than the familiar logos of the cigarette manufacturers. This is a hopeful sign the government has become sensitive to the great harm tobacco does to the health of the public, and the enormous burden placed on national health resources for treatment of present and future problems associated with cigarette smoking (nicotine addiction).

In spite of these promising changes, the new TV advertising campaign has been allowed to go forward, alongside the other, older camouflaged cigarette advertising. The cigarette companies sponsor TV ads which promote youthful activities such as open sea kayaking, and travel to beautiful outdoor sports venues with attractive models. The colors and logos of the cigarette companies are prominent, revealing the poorly disguised intent. It is suggested that the advertising is paid by a travel agency, but none are fooled by that, just as none are fooled by the campaign promoting a premium brand of coffee.

In the past few days newspaper advertisements have revealed the truth of the coffee campaign, announcing the availability (and pricing) of the new brand of cigarettes. What surprises no one is the perfect match between the colours and logo of the cigarette packaging and the coffee packaging. It is a source of humour to see the coffee offered on grocery store shelves. What illustrates what lengths the cigarette companies will go to in the effort to skirt the law and deceive the public.

Elected officials, in their public statements, are expected to adhere to the same standands as those for school students. When there is a discrepancy, it is immediately seen as a double standard by all, and especially those directly involved in the education process, the administrators, teachers, students and parents. Recent attempts to monitor and regulate educational activities by the party-in-power are vitiated by a perceived lack of integrity in the politicians. This is especially true in the case of allegations made by government ministers against students and teachers who oppose present policies and practices as economically profligate and abusive of civil liberties.

The UmnoBN coalition is widely alleged to be illegally in office, having rigged the last general election in their favor. Like the cigarette advertising, the deception is carefully concealed, and only slowly is the truth becoming apparent. In order to conceal the voting fraud, along with allegations of widespread financial malfeasance, those who openly point to the abuse are incarcerated by the Special Branch of the national police force. They are held in solitary confinement, deprived of legal representation, and subjected to interminable interrogation by trained officers who specialise in such matters as mental and physical torture.

The arrests and subsequent mistreatment are made possible by an unjust law, the Internal Security Act (ISA). This act allows the party-in-power to control dissent by intimidating the public. Active members of opposition parties are placed in prison, both to prevent futher revelation and allow the alleged violations to continue undisturbed.

It is clear to everyone that the arrest of citizens from their homes in the night without a warrant, without evidence of any kind of criminal activity or intent, is a breech of common humaneness. The ISA is thus reviled, and the party-in-power has been forced to attempt a nationwide propaganda campaign to make it palatable. A series of not-well-faked incidents was begun in the Summer of 1999 to suggest that a threat to national security exists. The police, to their discredit, are active participants in this disgrace, as are members of the Attorney General's chambers.

Like the cigarette campaign, the campaign to falsely paint the nation as infected by terrorists, is against the national interest, simply because it is contrary to all acceptable standards of justice. It is an embarrassment to Malaysians to hear such nonsense as comes from the ministers.

The deputy prime minister, whose duty is to supervise the police, routinely plays the fool when he avers that he has not received this letter or that, or has not been informed of this or that arrest. It is his business to be informed, and the police are to conduct their affairs under his direction. He refuses to take responsibility, yet daily defends the necessity for violation of the sacred principle of 'innocent until proven guilty'.

The prime minister condones the behaviour of the police, and tacitly gives his blessing to their cruelty. He rants his hatred against the 'Whites' (colonizers, they hate me), the Chinese (communists, terrorists), the Malays (lazy, stupid). Only the Indians are spared his abuse. For them it takes another form. In Malaysia, when sacrifices to credibility are required, it is Indians who provide the bodies.

The prime minister speaks for the country, internationally and domestically. This is especially true for a multi-racial country. He should project the best of which the nation is capable, not the mean and bitter venom of a racist. His is far from the dignified conduct and speech required of a diplomat and statesman. It is but further evidence his abilities are greatly diminished.

He no longer serves the country with honor, nor represents the highest ideals and aspirations of the people. He brings shame and disgrace at a time able leadership is needed more than ever before. He cannot provide this leadership, and he obstructs others who could provide it.

The public campaign to sustain the ISA has absorbed enormous resources needed elsewhere. The false claims of internal unrest require more and more police manpower, diverting them from other important duties. The courts and the prisons are being filled with people falsely accused to give credence to this disgraceful performance.

Yet the ISA cannot be indefinitely maintained. If democracy is to be saved in Malaysia, the ISA law must go. In every coming election, the primary issue must be the principle of 'innocent until proven guilty'. The candidates and political parties failing to adhere to this principle must be defeated. Democracy requires us to elect only those who recognise the importance and significance of this unjust law.