Rules fail to cool Jatukam fever

Marketing gurus said earlier this year that those involved with the making of Jatukam Ramathep should be honoured for their excellent job.

The market value of this talisman has skyrocketed despite the absence of any evidence that supports the existence of the Hindu god.


Creativity thrives as the market gets saturated. A research study found out that the talisman started to experience a drop in market value in June when it was estimated that nearly 1,000 editions had been produced.


TITV last weekend aired some scenes at temples where new editions of Jatukam were being produced. Each edition needs a new marketing scheme to make sure that the public knows of its supernatural power and will scramble for one of the amulets.


The more they know of the power, the higher the success of the new edition. At one temple, the abbot sliced a blade on the back of a half-naked man, as if to show he could be saved from harm via the power of Jatukam.


More interesting was an interview with an official from the Religious Affairs Department. Asked whether the department would do anything with the temples or abbots involved in such horrible marketing schemes, the official was reluctant to make an outright statement. He simply said the department would look into monks' discipline to see if they violated any rules.


In conclusion, it would take time to see what they can do with monks involved in crazy marketing campaigns.


Bolder was the Consumer Protection Board. Daily News reported on Monday that the board had received more than 100 complaints about Jatukam in the past few months. Initially, the board set out to protect consumers with a regulation that bans the words "luck", "rich" and "invulnerable" in advertisements, as these claims could not be proven. Without those words, the talisman may not attract buyers.


Failing to follow the rules, the makers are liable to fines of Bt30,000 or six-months' imprisonment, or both. Meanwhile, media that run such ads would be subject to half the penalty.


On the same day, when the Buddhist Lent started, many newspapers ran Jatukam ads. Two editions are "Ruay Jing" (Really Rich) and "Mee Tae Ruay" (Richness Only). Needless to say, they violate the consumer board's rule.


The fine may be too low or the makers may not yet be informed of the fine. Whatever, if the rule is really enforced, the board would only become richer and richer.

achara_d@nationgroup.com
The Nation