The post Hong Kong gov’t says current measures remain effective despite increase in marketing calls appeared first on MARKETECH APAC.
]]>The position was outlined by Secretary for Commerce and Economic Development Algernon Yau in a written reply to a question raised in the Legislative Council regarding the increasing volume of reported marketing calls and the emergence of AI-generated voice calls.
The issue was raised by Dr the Hon Thomas So, who cited data from an unsolicited call reporting platform showing that reported marketing calls rose to 466,000 in 2025 from 241,000 in 2023. Calls promoting financial loans and banking investments accounted for much of the increase, while estate-related calls doubled and those promoting body check services surged tenfold.
Yau said the government recognises public concerns over unsolicited marketing calls but stressed that businesses continue to have legitimate operational needs for voice-based customer engagement.
“Under the overarching principle of balancing the practical needs of enterprises’ business operation and minimising nuisance caused to the public by marketing calls, and considering that enterprises are undergoing transformation amid the prevailing economic environment, the Government believes that the more pragmatic approach in managing marketing calls is to promote industry self-regulation,” he said.
According to Yau, approaches to regulating marketing calls vary globally, ranging from unrestricted practices to industry-led codes and legislative controls. He noted that legislative regulation often presents challenges, including identifying unlawful calls, gathering evidence, and enforcing rules across jurisdictions.
The government highlighted several measures currently in place to address nuisance calls. These include the Industry Regulatory Scheme for Marketing Calls, which now covers 12 industry associations across sectors such as finance, insurance, telecommunications, estate agencies, beauty services, and money lending.
Under the scheme, participating industries are required to follow codes of practice that include identifying callers upon request and limiting the number of calls made to the same recipient within a specified period.
Yau said the initiative has helped reduce complaints and enquiries received by authorities.
“Since the relevant industry associations issued their sector-specific codes of practice in 2011, the number of enquiries and complaints related to marketing calls received by the Government has significantly reduced from around 2,000 cases in 2012 to around 270 cases in 2025,” he said.
Alongside industry measures, telecommunications service providers have been encouraged to offer call-management and call-filtering tools that allow users to block unwanted or suspicious calls. The Office of the Communications Authority (OFCA) said it has also undertaken public education efforts, organising 366 outreach activities between January 2023 and May 2026.
The government also addressed concerns about AI-generated telemarketing, particularly as some Mainland Chinese technology providers have begun promoting AI systems capable of making large volumes of calls.
Yau clarified that fully automated AI-generated voice messages are already regulated under the Unsolicited Electronic Messages Ordinance (UEMO) if they do not involve person-to-person interaction.
“Regardless if they are pre-recorded using human or AI-generated voices, all of them are currently regulated under the UEMO, unless they involve person-to-person interactive communication,” he said.
According to government data, reports involving AI-generated marketing calls remain limited. Of the 831 reports alleging violations of the UEMO received in 2025, only 10 involved claims that AI-generated voices were used in pre-recorded messages.
In response to the growing prevalence of such calls originating from the Mainland, OFCA said it engaged with relevant Mainland authorities earlier this year to communicate Hong Kong’s regulatory requirements and strengthen cooperation on unsolicited electronic messages.
Separately, Yau noted that telecommunications service providers are required to monitor networks for suspicious calling and messaging activities under a code of practice issued by the Communications Authority. Services linked to unusual patterns, such as large volumes of calls or messages within a short period, can be suspended regardless of whether AI technologies are involved.
As of the end of May 2026, more than 1.59 million local telephone numbers had been suspended under these measures.
The government also responded to concerns regarding the use of personal data for direct marketing. Referring to practices commonly described as “bundled consent”, where customers may find it difficult to opt out of marketing-related data use when signing up for services, Yau said existing guidance issued by the Office of the Privacy Commissioner for Personal Data already advises organisations to separate service-related consent from consent for direct marketing activities.
While OFCA said it has not received complaints involving telecommunications service providers obtaining bundled consent from customers, the authority said it would follow up on any concerns raised by members of the public.
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]]>The post Agoda introduces new travel features focused on real-time updates and booking convenience appeared first on MARKETECH APAC.
]]>The updates span Agoda’s flights and accommodation offerings, introducing real-time travel information, new hotel browsing features, and AI-driven tools aimed at improving the booking experience.
For flight bookings made through Agoda’s iOS and Android apps, users can now receive real-time updates throughout their journey. Following booking confirmation, travellers are provided with notifications covering flight status, gate and terminal details, check-in counters, and baggage carousel information.
On the accommodation side, Agoda has launched Gallery View on its iOS app, a new hotel browsing format that places greater emphasis on property imagery. The company has also introduced an AI-powered feature that matches hotel photos with relevant guest reviews, allowing users to view feedback related to specific property features such as rooms, pools, and dining facilities.
In addition, Agoda has expanded language support for flight-related chat queries. The update adds support for Chinese (Simplified and Traditional), Thai, and Indonesian, while also introducing five additional language options for users in Hong Kong.
The company has also enhanced its multi-product booking engine, enabling travellers to book hotels, flights, and activities within a single transaction. Booked trip components are consolidated under the ‘My Trips’ section on Agoda’s app and website, allowing users to manage their itineraries from one location.
The latest product updates form part of Agoda’s broader efforts to streamline trip planning and management across its platform, which currently offers access to more than six million holiday properties, over 130,000 flight routes, and more than 300,000 activities worldwide.
Ittai Chorev, Chief Product Officer at Agoda, said, “Travel is always a little stressful, so having the right information at the right time is both useful and reduces stress. Whether that means seeing the reviews that matter to you alongside relevant images when booking a hotel or knowing your gate number before even reaching the airport when booking a flight, these updates help travellers make better decisions at every step of their journey.”
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]]>The post Fourth edition of ‘What’s NEXT in Marketing: Malaysia 2026’ unveils first wave of speakers appeared first on MARKETECH APAC.
]]>Brands that will lead in this environment are those that can move beyond broad strategies — combining intelligence-driven precision with genuine cultural resonance and responsible engagement practices.
Responding to these industry imperatives, MARKETECH APAC is rolling out the fourth edition of its flagship conference in Malaysia. What’s NEXT in Marketing: Malaysia 2026, scheduled for22 October 2026 at Sheraton Petaling Jaya, will bring together marketing leaders and brand innovators to explore the trends, tools, and strategies defining the next era of marketing in the country.
This year’s edition will dive into how brands can harness AI to unlock new growth frontiers, build customer value through responsible and transparency-led engagement, and deliver seamless experiences across every touchpoint. Sessions will also tackle Malaysia’s fast-evolving digital buying journey, the power of local culture and storytelling as a creative force, and how marketers can cut through data overload to activate insights that drive real, measurable impact.
Across the conference, participants can expect keynote presentations, panel discussions, and interactive sessions designed to foster collaboration and knowledge sharing, alongside networking opportunities to connect with industry peers and leaders from both local and international brands.
The conference will also introduce “MEET THE EXPERTS”, a new format enabling direct engagement with seasoned marketers. In small-group sessions, attendees will gain practical insights from real campaign strategies and case studies, offering actionable takeaways for today’s fast-evolving landscape.
The initial speaker lineup includes:
What’s NEXT in Marketing: Malaysia 2026 is part of the broader What’s NEXT in Marketing conference series, which includes:
To learn more about What’s NEXT in Marketing: Malaysia 2026 and secure your seat, click HERE.
For sponsorship opportunities, contact MARKETECH APAC’s Sales Team at [email protected].
For speaking opportunities, reach out to John Lou Peña at [email protected].
For registration enquiries, contact the Registrations Team at [email protected].
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]]>The post AI tools reshaping consumer brand discovery and purchase decisions: report appeared first on MARKETECH APAC.
]]>The findings, drawn from Amperity’s The 2026 Consumer Priorities Report: The New Rules of Loyalty in the Age of AI, examine how generative AI is reshaping the way consumers discover brands, make purchase decisions, and define loyalty. The study is based on a survey of 1,000 U.S. consumers aged 18 to 65 conducted in May 2026 using Pollfish.
The research shows that consumers are increasingly relying on AI tools such as ChatGPT, Claude and Gemini to compare products, plan travel, and evaluate services, placing new pressure on brands competing for attention and loyalty.
While personalisation remains important to consumers, the report notes that its effectiveness depends on whether experiences are perceived as relevant, timely, and trustworthy.
According to the report, 80% of generative AI users said they use tools like ChatGPT, Claude and Gemini to research products, compare services, or plan travel, while the same proportion said they sometimes or often act on AI-generated recommendations by clicking links, making purchases, or booking services. In addition, 60% of respondents said AI has led them to choose a brand they had not previously considered, while only 23% said they go directly to familiar brands without first considering AI recommendations.
The study also found that 63% of consumers would switch brands for a better offer, underscoring the increasingly conditional nature of loyalty. It added that loyalty programmes, rewards, and consistent cross-channel experiences remain among the strongest drivers of customer retention, although respondents indicated they are typically loyal to only a small number of brands within each category.
On personalisation, 72% of consumers said tailored experiences are somewhat or very important when choosing a brand, while 58% said invasive or “creepy” personalisation makes them less likely to engage. Meanwhile, 78% said they are more likely to interact with personalised experiences when they trust how their data is being used. Consumers also reported growing frustration with irrelevant, repetitive, and poorly timed brand interactions.
Overall, the findings point to a broader shift in how brands compete in an AI-driven marketplace, where consumers increasingly depend on AI tools to surface options and compare offerings. The report suggests that brands will need to move beyond static campaigns and fragmented customer journeys toward real-time decision-making grounded in trusted customer context.
“Consumers are increasingly turning to AI to help them decide what to buy, where to travel, and which brands to trust. That means loyalty can no longer be taken for granted,” said Derek Slager, Co-Founder and co-CEO of Amperity. “In an AI-driven marketplace, brands need more than customer data. They need trusted customer context that helps them recognise intent and respond with relevance in the moments that matter.”
“Personalisation isn’t the goal. Relevance is,” Slager continued. “Consumers are willing to share data when they see value in return, but they expect brands to use that information responsibly and intelligently. As AI becomes a bigger part of how consumers discover and evaluate brands, the ability to act on trusted customer context becomes a competitive advantage.”
The 2026 Consumer Priorities Report: The New Rules of Loyalty in the Age of AI explores how AI is reshaping customer expectations, loyalty, personalisation, and brand discovery across retail, travel, and service industries.
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]]>The post WildAid Thailand launches campaign turning online criticism into force for shark conservation appeared first on MARKETECH APAC.
]]>In Thailand, shark fin soup remains associated with wealth, status, and celebration and is commonly served at special occasions and shared on social media. At the same time, rising awareness of marine conservation has led to increased public criticism when shark fin consumption is posted online.
Built on the view that social pressure can influence behaviour faster than regulation, the campaign seeks to harness online judgement as a driver for reducing shark fin consumption.
Rather than attempting to create a new movement, WildAid builds on existing online behaviour, where users already comment on and question shark fin consumption when it appears on social platforms. These dispersed acts of scrutiny are brought together under #TeamShark, forming a collective effort aimed at encouraging public advocacy for shark conservation.
The campaign centres on a film that mirrors familiar social media dynamics. It depicts a family posting a shark fin meal online, expecting positive reactions, only for the post to be met with comments from #TeamShark members. Instead of expert commentary or environmental data, the narrative unfolds through user-style responses. Each comment highlights different impacts of shark fin consumption, including damage to marine ecosystems, disruption of food chains, and declining shark populations in Thai waters.
By using the comment section as the primary storytelling device, the film reframes a common online interaction into an educational format. It positions social media users not only as observers of social pressure but also as participants in it. Viewers are then invited to join #TeamShark and continue the conversation online.
The campaign aims to show how collective public sentiment can shape behaviour alongside, or ahead of, formal regulation. It also seeks to contribute to making shark fin consumption less socially acceptable over time, encouraging reconsideration of the practice.
“Team Shark” positions online scrutiny as a potential driver of behavioural change, suggesting that coordinated social media voices can influence attitudes toward shark conservation.
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]]>The post DBD probes three food delivery apps over potential regulatory breaches in Thailand appeared first on MARKETECH APAC.
]]>According to the Bangkok Post, concerns were raised on social media over Feixiang, Gokoo and E-Gets, which reportedly receive orders primarily from Chinese communities in Thailand. Allegations include possible links to unauthorised restaurants, the use of foreign riders, and other regulatory breaches.
DBD Director-General Poonpong Naiyanapakorn said initial checks show all three operators are registered in Thailand, with one classified as foreign-owned. The department is reviewing whether it has the required permits to operate. For the remaining two Thai-majority firms, authorities will examine whether local shareholdings reflect genuine investment, he said, as reported by the Bangkok Post. No timeline for the probe has been disclosed.
In a separate report, The Nation Thailand said one of the companies is considered foreign-owned under Thai law due to majority foreign shareholding and has not obtained the required operating permission, citing Poonpong.
He added that the two other firms, while structured as Thai entities, will be assessed for possible nominee arrangements if Thai shareholders are found to be acting on behalf of foreign investors.
Under Thailand’s Foreign Business Act, companies with at least 50% foreign ownership are treated as foreign entities and require approval for restricted activities. Poonpong said language use alone is not evidence of wrongdoing, and the investigation will focus on ownership structures and capital sources.
The DBD is also reviewing related hotels, restaurants and businesses in Bangkok’s Huai Khwang area that may be linked to the platforms, with more than 25 firms reportedly flagged for checks, according to The Nation Thailand.
If violations are confirmed, cases may be referred for legal action. Nominee-related offences under the Act carry penalties of up to three years’ imprisonment, fines of 100,000 to 1 million baht, or both, along with possible court-ordered dissolution of related arrangements.
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]]>The post AS Watson Group launches brand lab to systematise data-led brand creation across global retail network appeared first on MARKETECH APAC.
]]>Built on the company’s integrated O+O (Offline plus Online) capabilities, distribution network, and consumer insights from over 180 million loyalty members, the platform is intended to streamline how brands are developed and brought to market across AS Watson’s retail footprint. It supports both the creation of new propositions and the scaling of existing brands across multiple markets with greater consistency and speed.
The initiative formalises capabilities the Group has been building internally, combining data-led demand identification, integrated distribution, and execution across more than 17,000 O+O stores in Asia and Europe. Over the past two years, AS Watson has introduced more than 4,800 new brands and brand extensions across its network.
AS Watson brand lab departs from traditional incubator models by embedding brand development within the retail ecosystem itself. Rather than preparing brands for market entry externally, the platform operates within live markets, using real-time customer data, shopping behaviour and category dynamics to inform development and scaling decisions.
At its core, the AS Watson brand lab integrates insight, creation, distribution, demand activation and scaling into a single operating model. It leverages the Group’s loyalty base and O+O infrastructure to support faster brand selection and commercial execution.
Brands within the platform follow a structured growth pathway, moving from early-stage validation to regional expansion and category leadership. At each stage, they receive support across insight, distribution, marketing activation and investment, with resources allocated based on growth potential. This staged approach is designed to improve success rates while maintaining more disciplined capital allocation.
The platform will focus on high-growth segments, including Asian beauty categories (K-beauty, J-beauty, and C-beauty), ingredient-led skincare, health and wellness, and personal care, where consumer demand continues to evolve.
Dr Malina Ngai, Group CEO of AS Watson, said, “We don’t wait for brands to find the market – we build them where demand already exists and scale them through our ecosystem.”
Early examples cited by the Group show how brands are being scaled through the model across markets and categories. COSRX has expanded internationally through a combination of product innovation and AS Watson’s retail network. &honey has grown beyond Japan into multiple Asian markets. e.l.f. Cosmetics has extended its model into Europe, while essence has expanded across markets through retail partnerships and distribution support.
Across these cases, AS Watson said the platform has enabled more coordinated selection, distribution and execution, positioning brand lab as a more structured approach to scaling brands across its ecosystem.
The Group said AS Watson brand lab reflects a shift from opportunistic brand sourcing towards a more systemised model for building and scaling brands across markets. It added that it continues to engage with selected partners aligned with its focus categories, with more information available via its official platform.
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]]>The post AIA’s new campaign with BBDO HK highlights insurance as an expression of care appeared first on MARKETECH APAC.
]]>At the centre of the campaign is “Let Love Transcend Time”, a 90-second TVC series told from the perspectives of a father and his son. The films draw on a cultural insight common across many Asian families, where fathers often express affection through actions rather than words, portraying life insurance as one way of providing care and protection.
Unlike conventional insurance advertising, the 90-second films place minimal emphasis on products and branding, focusing instead on storytelling. Complementing these are shorter 30-second versions that highlight AIA’s life insurance offerings more directly.
Beyond the TVCs, the “Protection Comes in Many Ways” platform includes influencer collaborations and a series of seminars featuring experts and celebrities discussing topics such as death, grief, and the role of insurance in supporting families.
The campaign will run through the remainder of 2026, with additional TVC iterations and ongoing communications planned throughout the year.
Koman Ko, Managing Partner of BBDO Hong Kong, said. “We loved this brief because it challenged us to do something big – to think differently about insurance advertising. We’re not selling insurance but inviting people to reconnect with why it matters.
He added, “In Hong Kong, where quiet demonstrations of love are cultural touchstones, showing a father protecting his son speaks volumes without words. That insight led to a more emotional approach we hope will connect with audiences by having them really feel something.”
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]]>The post BOSS Coffee unveils ‘BOSS MODE: ON’ campaign to support Vietnam’s everyday workforce appeared first on MARKETECH APAC.
]]>Inspired by the fast-paced demands of essential professions, the campaign places everyday workers at the centre of stories typically associated with superheroes. It highlights the responsibilities carried by workers whose roles are deeply embedded in daily life but often receive little recognition in popular culture.
The campaign focuses on three blue-collar professions, depicting the challenges they face while navigating busy roads, managing electrical systems, and transporting passengers and goods across waterways. Through cinematic storytelling, the films emphasise the concentration, quick decision-making, and steady performance required to carry out these roles safely and effectively.
According to BOSS Coffee, the campaign reflects the combination of physical stamina, mental focus, and confidence needed by many workers managing demanding schedules and everyday responsibilities.
Beyond the films, ‘BOSS MODE: ON’ will extend across digital, social, and on-ground activations.
Shizuka Masuno, Senior Marketing Director, Suntory PepsiCo Vietnam Beverage, commented, “With BOSS Coffee Energy Drink, we wanted to introduce a different kind of energy experience for Vietnam’s modern workforce – one built around sustained alertness and mood uplift rather than temporary stimulation. As a coffee brand from Japan with strong credentials as a trusted worker’s buddy, BOSS saw an opportunity to move beyond conventional category messaging and connect with consumers through everyday experiences.”
Hieu Nguyen, Chief Client Officer, Dentsu Creative Vietnam, added, “‘BOSS MODE: ON’ was designed to be the ultimate state where physical energy, mental focus, and a positive mood converge, allowing individuals to take command of demanding situations throughout the day. By introducing a fresher narrative approach for this category, we aim to deliver a campaign that is both universally relatable and genuinely entertaining.”
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]]>The post Omnicom Media study introduces ‘Connected Content’ framework to improve advertising effectiveness appeared first on MARKETECH APAC.
]]>Called ‘Connected Content’, the framework positions content as an adaptive ecosystem rather than a single creative asset, enabling brands to continuously refine messaging across touchpoints based on audience, context, platform dynamics, and consumer mindset. Instead of focusing solely on consistency, the approach emphasises content continuity to deliver connected brand experiences throughout the consumer journey.
The framework also leverages AI-powered orchestration across creative development, media strategy, audience intelligence, production, optimisation, and performance measurement, allowing brands to tailor content not just to audiences but also to specific platforms and contexts.
Connected Content stems from Omnicom Media’s latest study, which argues that traditional content-at-scale models centred around a single hero asset are becoming less effective as consumer attention becomes increasingly fragmented across platforms, formats, creators, AI-powered discovery tools, and commerce environments.
Findings from the research suggest that static creative approaches are contributing to advertising fatigue and weaker brand outcomes. Among respondents, 78% said a bad advertisement is worse than no advertisement at all, while 32% said a poor advertising experience reflects more negatively on the brand than on the platform carrying the ad. Meanwhile, 52% said better advertising experiences would improve their perception of a brand, and 40% said it would increase their likelihood to purchase.
The study also highlighted the importance of relevance and context in driving engagement. Some 78% of consumers said they connect more strongly with ads that are relevant to the content they are consuming, 84% said they appreciate advertising tailored to specific platforms, and 76% said they feel more connected to ads that appear at the right moment.
Beyond relevance, respondents also indicated that intent and utility influence how they perceive advertising. Seventy-five percent said they connect more with ads that speak to emotions rather than purely commercial motives, while 31% said they care about how an advertisement is made, not just the final output. In addition, 86% said useful information helps them connect with advertising, and 81% said relatable ads strengthen brand affinity.
According to Omnicom Media, the findings point to the need for brands to move away from interruptive experiences and towards more connected, additive interactions. The company said marketers should bring media, creative, production, commerce, and measurement teams together earlier in the planning process and use audience insights and contextual signals to continuously optimise creative experiences.
Nina Fedorczuk, Chief Enablement Officer, Omnicom Media Asia Pacific, said, “The old-school spray-and-pray method no longer reflects the reality of the average Asia-Pacific consumer who is hyperlocal, hyperconnected, and, more importantly, hyperaware of brand motivations. Those of us in the advertising industry must rearchitect the way we ideate, strategise, deliver, and even learn from ads in such a way that they not only fit our target audiences, but our target contexts and moments.”
The research has also informed a series of advertising solutions unveiled by Omnicom Media during the 2026 Cannes Lions International Festival of Creativity. Developed with media platforms, streaming services, publishers, and technology partners across APAC, North America, and EMEA, the solutions aim to apply Connected Content principles at scale by aligning creative, media, audience signals, and platform context.
The study forms part of Omnicom Media Intelligence’s ongoing research into advertising effectiveness, media innovation, and emerging technologies. In addition to the US report, local versions of Connected Content: The Force Multiplier for Maximising Brand Influence will be released across APAC, EMEA, LATAM, and Canada.
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