ISLAMABAD: Following scores of complaints against a TV advertisement on contraceptives, Pakistan Electronic Media Regulatory Authority (Pemra) on Tuesday ordered all TV channels to immediately stop its broadcast.
In a letter written to the Pakistan Broadcasters Association (PBA), Pemra pointed out that the advertisement was generally “perceived as indecent, immoral and in sheer disregard to our socio-cultural and religious values.”
"Airing of such immoral advertisement on Pakistani channels and that too in Ramazan warrants serious action," Pemra spokesperson Fakharuddin Mughal said.
Pemra argued that regardless of public complaints, the content of the advertisement contravenes not just the Pemra Act 2007 but also the constitution of the country.
As a result of this order, the PBA has directed its member TV channels against airing the advertisement.
Josh condoms are marketed in Pakistan by DKT International, a US-based non-profit organisation that works to promote family planning and HIV/AIDS prevention in the developing world.
The 50-second advertisement stars model and actress Mathira as a newlywed bride who makes a neighbouring couple jealous by pampering her husband who uses Josh condoms.
Mathira, while speaking to The Express Tribune, said it is a normal advertisement and had nothing immoral or vulgar.
She added that she is being told that the advertisement will be back on air in a few days.