Abstract
In January 2016, the Whiteness makes you win advertisement of a skin-whitening product by Thai skincare company Seoul Secret went viral on Thai social media. The ad garnered international coverage from outlets such as CNN and the Guardian, with some local publications calling for legal action. The present study examines the legitimacy of this proposed legal initiative to outlaw ?discriminatory advertising,? drawing attention to the complex of intolerance and aggression that surrounds this topic. A content analysis of Thai media coverage of the Seoul Secret case was conducted. The sample of content included both print and online publications, including social media posts that mentioned the story. Results indicated that the value of free speech appears to be absent from the discourse about discriminatory advertising in Thailand.
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