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Financial Supervisory Commission
10 March 2005
Letter Ref. Jin-Kuan-Yin-(IV)-0944000136
Financial Reference News, May 2005, p.61
Topic: Broadcast Duration of Cautionary Statements in Dynamic Media Advertising of Credit Cards and Cash Cards
No longer applicable: Provisions pertaining to the content of cash card advertisement cautionary statements and the broadcasting thereof in dynamic media advertising, set forth in Financial Supervisory Commission (FSC) 29 April 2005 Letter Ref. Jin-Kuan-Yin-(IV)-0944000251, will no longer be applied.
Subject: The Letter Ref. Jin-Kuan-Yin-(IV)-0938012097 issued by the FSC on 28 December 2004 requires that cautionary statements must "appear for any freely chosen four seconds" in dynamic media advertising of credit cards and cash cards. This provision is reworded as of 1 May 2005 to require that such statements be "broadcast throughout the entire advertisement." Please be advised and notify all member institutions to implement without fail.
Statement: A broad social consensus has recently coalesced in support of the view that cautionary statements in dynamic media advertising of credit cards and cash cards do not have the intended impact because they are displayed for too short a period of time. In order to remind the general public to take their personal credit seriously and use credit cards and cash cards carefully, and to promote a better understanding of personal finance, it is necessary to increase the display duration of cautionary statements in advertising. |