Regulation of soft issues in advertising in Confucian societies: a comparative examination

Abstract

Purpose This paper sets out to examine the formal regulatory framework of controlling soft issues in six Confucian societies: China, Hong Kong, Taiwan, Singapore, South Korea and Japan. It aims to investigate whether these societies adopt a similar approach to soft issues. Design/methodology/approach The approach takes the form of historical analysis and textual analysis. Findings Japan stands out among Confucian societies in regulating soft issues. The other five societies share considerable similarities, though each society's approach ultimately reflects the entanglement and interaction between various economic, political, cultural and historical factors in the local context. Practical implications For international advertisers, the ideological facet of advertising regulation in some Confucian societies spells unpredictable traps and troubles. Originality/value Only a very few works have systematically examined soft issues in advertising, and few have focused on East Asia. The paper contributes to the literature by comparing how societies with similar cultural traditions regulate soft issues.

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