New PEMRA circular aims to undermine the whole fields of 'marketing' and 'advertising' in Pakistan

The Pakistan Electronic Media Regulatory Authority (PEMRA) has issued an advisory to the country’s broadcasting and advertising bodies to review the content of their advertisements on grounds of violation of ‘standards of decency’ and promoting ‘consumerism.’

Expressing concern over recent advertisements and public complaints, the regulatory authority in its circular dated October 5, 2020, has directed the Pakistan Broadcaster Association (PBA), Pakistan Advertising Association (PAA) to give concern to the public concerns on any such theme/content of the advertisement.

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

Specifically highlighting the content of the recently released advertisement of Gala biscuits, PEMRA said that viewers are of the view that airing advertisements regarding “general consumer products in such a bizarre manner where the visuals do not commensurate with the use of products is unwarranted and needs to look into.”

However, many prominent media persons criticize the new circular terming it outdated, saying that modern marketing has evolved beyond product and its qualities and now encompasses emotions, lifestyles, and experiences. If advertisers are compelled to follow the directives, it would be disastrous for the advertising agencies and marketing in general, they said.

Whereas, PEMRA on the other hand added that airing of such advertisements is “merely aiming to promote consumerism which also requires due consideration by all stakeholders.”

“All the stakeholders are further advised to stop the rampant use of the themes/content which are not corresponding with the nature of the products,” it added. PEMRA further advised all TV channels to get the visuals of their advertisements reviewed by their respective In-House Monitoring Committee, prior to their telecast.