ISLAMABAD: Following a public outcry, the Pakistan Electronic Media Regulatory Authority (Pemra) has ordered broadcasters to take a contraceptives commercial starring celebrity personality Mathira off, calling it “immoral”.
In a letter written to the Pakistan Broadcasters Association (PBA) on Tuesday, 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.
The 50-second advertisement stars Mathira, one of the country’s most well-known actor-models, as a newlywed bride who makes a neighbouring couple jealous by pampering her husband who uses Josh condoms.
Finally the neighbour asks the rather nerdy-looking husband how he keeps his glamorous wife so sweet and he replies: “Bring Josh into your life.”
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.
