Kathmandu, November 17:

Experts have expressed their concern over the quality of language used in advertisements published through media in Nepal.

Many of the advertisements brought from other countries and dubbed or translated to Nepali language, targeting the Nepali market, have had an adverse impact over the local language here, they said.

Addressing an interaction on ‘Language Used in Advertisements’ at the Martin Chautari, here today, Rajendra Shalav, an advertisement professional, said sub-standard dubbing or translation of imported ads have used low quality language causing adverse impact on the language itself.

“The language used in Nepali ads is getting worse. Newer foreign words are being used and many times such words change the meaning of the existing Nepali words or replace them,” he said.

Many ads have created words or phrases, which have no grammatical coherence, or logical meaning and this might compel our lexicographers to make new entries in the Nepali dictionary.

Indian government does not allow any foreign ads be published or aired and in Bangladesh at least 70 per cent of the ads should have local inputs, but this is not the case in Nepal, he said, stressing the need to set up a law to prohibit foreign advertisements.

Low budget, pressure from clients and loose censorship are some of the causes behind increased use of sub-standard language in ads, he said.

Moreover, a censor board, represented by people from different sectors including high-level officials from the Ministry of Information and Communications, goes through all ads and permit their broadcasting or publishing, he said.

“I wouldn’t say an ad must be grammatically correct but they should not be incorrect either,” he said. Bhoj Raj Aryal, an expert on ads, said ads should be conscious to local culture and language.

“The ads failing to address the local culture and language may make negative impact on the on the local culture and making such ads do not fall in the general ethics of advertisements,” he said.

Talking to The Himalayan Times, Ratna Raj Pande, the spokesperson to Ministry of Information and Communication, said ads aired or published in Nepali media are not objectionable.

“There is a board which watches each advertisement before permitting its publication and the language in ads are colloquial and I don’t see any reason to object,” he said, adding, action would be taken if somebody complains with specific examples.