IHC orders primetime advertisement drive to combat drug abuse

The capital's high court has ordered the country's electronic media regulator to run an awareness campaign against drugs during prime-time television broadcasts.

Islamabad High Court (IHC) judge Inaam Ameen Minhas on Tuesday resumed hearing a petition seeking action against the sale and use of narcotics in Islamabad's educational institutions. The petitioner Kashif Ali Malik also appeared in the court.

During the proceedings, the court reviewed a report submitted by the Private Educational Institutions Regulatory Authority (PEIRA). According to the report, the regulator will take disciplinary action against the heads of institutions where drugs are found.

The report also stated that delivery boys and courier services have been completely banned from entering school premises. It revealed that in 2025, the Anti-Narcotics Force (ANF) registered 51 drug-related cases while the police registered 22 cases in Islamabad's educational institutions.

He instructed the Pakistan Electronic Media Regulatory Authority (PEMRA) to ensure that public awareness campaigns on drug prevention are broadcast during prime viewing hours, noting again that late-night airings are ineffective.

He also ordered that Islamabad Inspector General Police (IGP) Syed Ali Nasir Rizvi, the ANF, the PEIRA, and other stakeholders jointly develop a comprehensive strategy and effective mechanism to curb drug use in educational institutions. The court later adjourned for two weeks.

According to recent investigations, narcotics such as hashish, heroin and methamphetamine are all prolifically used among students in elite schools and universities.

Not only is the casual usage of these drugs harmful to health and safety, but they also pose prolonged dangers by offering an illusion of escape and blitheness and then luring young people into a lifestyle that eventually destroys their potential.

It is reported that one in five students has tried drugs at least once.