Islamabad: The Pakistan Electronic Media Regulatory Authority (PEMRA) has directed TV channels to stop running ‘objectionable advisement’. While taking notice of increase in public complaints against the telecast of a contraceptive on Pakistani channels, the PEMRA has directed TV channels and the Pakistan Broadcasters Association to immediately review the advertisement, said in a press release issued here today.

 The PEMRA said that “it is pointed out that the advertisement is generally being perceived as indecent, immoral and in sheer disregard to our socio-cultural and religious norms”.

The press release 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 program /advertisement is to be aired that is obscene or against the generally accepted standards of decency & morality.

The PEMRA has directed 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.