Amid scores of public complaints against the telecast of an objectionable and indecent advertisement of contraceptive (Josh Condoms) on Pakistani TV channels, PEMRA in a letter addressed to all private electronic media licensees and the Pakistan Broadcasters Association (PBA) has asked to immediately review advertisement of Josh Contraceptive.
It may be mentioned that the same advertisement of the contraceptive was also banned by PEMRA in July, 2013 amid large number of public complaints as the advertisement was largely termed objectionable and vulgar.
PEMRA, in its directive has pointed out that the advertisement is generally being perceived as indecent, immoral and in sheer disregard to our socio-cultural and religious norms.
PEMRA has further said that regardless of public complaints, the content of advertisement is otherwise contravenes to Section 20 (b), (c) & (f) of the PEMRA Act 2007 read with Article 37 (g) of the Constitution of the Islamic Republic of Pakistan and clauses 14 (1) (3) (d) of Electronic Media Code of Conduct-2015 which inter-alia states that no programme /advertisement is to be aired that is obscene or against the generally accepted standards of decency & morality.
PEMRA has, therefore, asked Pakistan Broadcasters Association (PBA), Pakistan Advertisers Society (PAS) and all broadcast licensees to ensure that the advertisement should not be aired unless it is reasonably reviewed and brought in line with the ethos in a way that it may not hurt the public sentiments.