The government should take action against the broadcasting of these advertisements
ISLAMABAD: During the holy month of Ramazan, people are supposed not to eat or drink in the presence of those who are fasting. Temptation is a part of human nature, therefore if we remove the cause of it there are fewer chances that a person may give in to it. In Pakistan, some strict rules are followed during Ramazan. Restaurants cannot open during the fasting period and people cannot be seen smoking or eating in their cars. It is only from iftari till sehri that people are allowed to eat freely.
Other countries might think of this as too extreme but this has been normal for Pakistan for decades. However, every time I turn on my television I am left tempted as food advertisements play on Pakistani entertainment channels non-stop. Ads are created to entice viewers into buying food product by making them look delicious. Imagine what must be going through the minds of those who are observing fasts. It is impossible to spend time watching television because viewers are bombarded with such ads. Companies have gone through so much trouble that they have especially created Ramazan themed content for particular food products. A whole culture of Ramazan advertising campaign has been created in an attempt to sell products and earn money. Rich owners believe that this month is the perfect opportunity to take advantage of people as it is easier to grab the attention of the audience because all they are thinking about is food.
The government should take action against the broadcasting of these advertisements. The law needs to be implemented throughout. The government can’t pick and choose where it is applicable and where it isn’t.
Javairia Mahboob
Published in The Express Tribune, April 30th, 2020.
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