PEMRA wants advertisers to make ads that are 'inline' with the product being marketed

Authority has expressed concern over certain TVCs creating 'unrest'

The Pakistan Electronic Media Regulatory Authority (PEMRA) has issued an advisory notice to broadcasters and advertisers over developing TVCs that are thematically in line with the product being marketed. According to the notice, the trend of advertisements with content that doesn't relate to the product in question is "causing unrest".

“It has been observed with concerns that themes of advertisements of ordinary consumer products like biscuits, surf, etc being aired satellite TV channels are not corresponding with the disposition of these products. The trend is causing unrest and behavioural disturbance among the viewers being not only in violation of the commonly accepted standards of decency but also the socio-cultural norms of Pakistani society,” the notice read.

PEMRA in its notice alluded to one ad in particular responsible for doing this, deeming it as "indecent". The ad which features actor Mehwish Hayat became the subject of controversy on social media with netizens criticising PEMRA for allowing such content to air.

 

“In this context, viewers are criticising PEMRA on Twitter for allowing…such indecent advertisements. Pertinently, viewers are of the view that airing advertisements regarding general consumer products like biscuits in such a bizarre manner where the visuals do not commensurate with the use of the products is unwarranted and needs to be looked into. In addition to this, complainants are of the opinion that the presentation of the products in such manner is wittingly or unwittingly merely aiming to promote consumerism,” the notice added.

In view of the social media backlash, the ad and by extension Hayat received, the actor took a subtle dig at those criticising her. "I don’t need your approval, darling. I have my own !" she said.

I don’t need your approval, darling. I have my own ! 💋#fairplay #mindgasm💡 pic.twitter.com/3AOlKj31CF

— Mehwish Hayat TI (@MehwishHayat) October 5, 2020

The brand in question was requested to review its advertisement while on a general level companies were advised to take the public's concerns into consideration.

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