PEMRA bars TV channels from airing contraceptive ad

Says the content contravenes not just the Pemra Act 2007 but also the constitution of the country.


Afp/our Correspondent July 23, 2013
A screengrab from the advertisement.

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.

COMMENTS (110)

Shahzaib Khan | 7 years ago | Reply

Its not about the message its about how u convey the message. The message was right but the way it was shown in that ad was objectionable. I have been seeing saathi sabz sitara and touch ad since childhood that too in PTV. But this ad was way too cheap.

Mohammad Shehzaib | 7 years ago | Reply

All the people who feel disgusted at PEMRA banning the 'Josh condom' ad, I recommend that all of you should, as a mode of civilized protest, start using the 'Josh condoms' and fight the ever-growing population crises in Pakistan. Lets see whether you succeed or not.

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