PEMRA Chairman Chaudhry Rashid Ahmad is reported to have been offered a diplomatic job if he resigns from the slot.
Sources close to Ahmad said on Sunday that despite all the government pressure, he had refused to resign and made it clear that he was not afraid of any action and ready to confront every situation.
Sources said that he has been offered the diplomatic posting so that he should vacate the all important post.
They added that Ahmad has not yet responded to the offer and said that he would come up with a reply after giving it due consideration.
PEMRA to make electronic media responsible
PEMRA is the print and electronic media regulatory authority being responsible to filter and to maintain check and balance on the material which is being publicizing on different print and electronic media. The main reason for the establishment of regulatory body is to prevent and regulate the content which is going illegal and creates negative or harmful impact upon the audience.
It had been noticed that PEMRA is not fulfilling its responsibility and seems that there is the provision to the media without any restriction; it has come to know that different TV channels are broadcasting the advertisement of doctors which are claiming such accurate and absolute false claims which may be harmful for the audience.
PEMRA seems silent on this issue and permitting the channels to broadcast such fake advertisements by knowing the impact of such advertisements. Health is an important factor for any person to become conscious on such matter, people are more reluctant to believe on the that, what is presenting to them without knowing the authenticity of the such thing, and specially in the case of health it is natural phenomena that when a person is hopeless for curing its sickness then he tries each and every thing for the treatment without thinking that what he is trying to do is really effective or not.
It is such a critical and alarming situation that advertisements of fake doctors are being running frequently on different TV channels, making fake absolute claims to cure all the disease a patient may face, e.g. a person is a patient of sugar and is watching the advertisement of doctor who is making 100% absolute claim for the treatment of sugar than how it could be possible for him not to believe on such advertisement rather the claim is fake or not.
In the research it has been found that most of these homeopathic doctors had fake degrees, half an hour long advertisements left serious affect and curiosity among the audience that such doctor really has the solution for the treatment of every disease.
TV channels are regularly advertising these advertisements without thinking the serious repercussions that a patient may face due to such ads because it is a serious threat to the life of people who believes and get treatment from these doctors.
Recommendations
PEMRA is the regulatory authority and is responsible to take action on such practice and make it sure that no advertisements will be allowed which cause harmful impact upon the audience and have to filter and monitor the ongoing content on print and specially on electronic media.
PEMRA had to take strong action against these channels that are playing with the lives of common people and make it sure to stop these fake advertisements.
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