Hong Kong authorities plan to relax restrictions on indirect advertising for television broadcasters in response to increasing competition from online streaming platforms, Secretary for Commerce and Economic Development Algernon Yau Ying-wah said in a recent interview.
Yau explained that many local broadcasters had requested a review of the Generic Codes of Practice for Television to help improve their operating environment amid challenges from less regulated digital media. “They’re saying that the competition from other media is very strong, and it’s very difficult for them to survive,” he noted, adding that regulatory adjustments are needed to align with international practices.
The government signaled its intention to revisit broadcasting regulations in its latest policy address, emphasizing the need to keep rules current and to support the development of diverse, quality programming that promotes the “Hong Kong Brand” across the Asia-Pacific region. As part of the review, Yau said restrictions on the broadcasting of English and Putonghua language programs, as well as limitations on indirect advertising during television shows, will be examined.
Currently, broadcasters face stringent rules that prohibit, for example, showing commercial logos such as those on beverage cans without covering them up. Yau indicated these rules will be eased to grant broadcasters more flexibility. He also mentioned that future easing might include rules around advertising alcohol, though any changes will be carefully coordinated with other government departments to mitigate potential public concerns.
Yau acknowledged the difficulty regulators face in controlling content on online and streaming media platforms, pointing out that “no country is having very, very effective rules controlling streaming and online media.” When asked about imposing restrictions on these digital channels, he described enforcement as challenging, given the global nature of the internet.
The secretary said consultation on the proposed revisions to broadcasting codes would likely begin in the last quarter of this year, with recommendations expected next year. He anticipated the review process would extend beyond the current government term but expressed confidence that the five-year plan would ensure policy continuity regardless of any political changes. Importantly, Yau framed the review as a comprehensive effort involving all media sectors, not just traditional broadcasters, aiming to foster a sustainable ecosystem for media and creative industries including television and film.
Separately, Yau addressed the issue of artificial intelligence (AI) in relation to copyright law, noting that while the government has proposed legal amendments to prevent unauthorized use of copyrighted content for AI training, it currently considers it premature to proceed. Citing the rapid evolution of AI technologies and differing opinions received during a public consultation, he indicated that any legal changes would need to be adaptive and timed appropriately. Yau highlighted that major AI developments in the United States and China might set precedents that Hong Kong could follow.
The government is expected to issue guidelines on AI development for businesses and individuals by the end of the year, with details still under discussion.