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Advertisers and agencies have received a stern rap on the knuckles from Singapore government officials who want to see a little more respect for Asian family values.

The consequence: a new ad code.

One print ad that was particularly offensive to officials shows a little boy with a clenched fist and most belligerent expression as he demands his Sustagen treat (r).

The Prime Minister himself gave this ad the thumbs down in his annual address to the nation, asking his countrymen: "Do your children really speak like that these days?" Story on Page I-8.

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