Kathmandu— Nepal's government is taking steps to reform its advertising market, aiming for greater transparency, competition, and professionalism, according to Communications Minister Dr. Bikram Timilsina. During a meeting with the Advertising Association of Nepal (AAN) on Monday, Dr. Timilsina emphasized the need to address past financial irregularities in the distribution of government advertisements and ensure all stakeholders operate responsibly. The move comes following the recent issuance of a new National Advertising Policy intended to systematize and modernize the sector amidst rapid changes driven by digital media.

Addressing Past Irregularities

Dr. Timilsina stated that the government is taking seriously concerns regarding financial irregularities in past government advertising distribution, urging all parties involved in the advertising process to maintain transparency and professionalism to prevent recurrence. He stressed the importance of a reformed system to ensure accountability and ethical practices within the sector.

New Policy Framework

The recently released National Advertising Policy is central to the government’s efforts to create a more systematic, competitive, and transparent advertising landscape in Nepal. Minister Timilsina indicated that effective implementation of policy reforms will be prioritized to achieve these goals. The policy aims to adapt to evolving consumer behavior and the growing influence of digital media.

Collaboration with Private Sector

Dr. Timilsina highlighted the necessity for strong collaboration between the government and private sector to foster creativity, competitiveness, and commercial viability within Nepal’s communication and advertising fields. He emphasized that a well-developed advertising sector strengthens the financial foundation of media outlets while also contributing to job creation and business growth. The AAN echoed this sentiment, noting the significant role advertising agencies play as intermediaries between government, media, advertisers, and consumers.

Post-Pandemic Recovery

The Advertising Association of Nepal brought to the ministry’s attention the challenges facing the advertising market and its agencies, particularly in light of the economic impact of the COVID-19 pandemic. The AAN emphasized that the advertising sector, like many others, suffered during the crisis but remains a vital contributor to employment, trade, and business promotion.

The government and AAN have agreed on the need for continued dialogue and cooperation to address challenges and implement reforms within Nepal’s advertising industry.

(With inputs from RN)

Originally published on abcnews.com.np.