Pakistan Electronic Media Regulatory Authority (Pemra) has ordered all TV channels to immediately stop broadcasting a contraceptive advertisement after receiving a number of complaints.
In a letter written to the Pakistan Broadcasters Association (PBA), Pemra said that such advertisements were perceived as indecent, immoral and in sheer disregard to the country's socio-cultural and religious values.
According to the Express Tribune, Pemra spokesperson Fakharuddin Mughal said airing of such immoral advertisement on Pakistani channels and that too in Ramazan would lead to serious action against the broadcasters.
Pemra argued that regardless of public complaints, the content of the advertisement contravenes not just the Pemra Act 2007, but also the constitution of Pakistan.
Following the order, the PBA has directed its member TV channels against airing the advertisement.
The move comes after an advertisement on Josh condoms, 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, was aired on television.
The 50-second ad stars model and actress Mathira as a newlywed bride, who makes a neighbouring couple jealous by pampering her husband who uses Josh condoms.
