PEMRA CODE OF CONDUCT

Advertisement shall be designed in such a manner that it conforms to the

laws of the country and is not offensive to morality, decency and religious
sects of the people of Pakistan.
No advertisement shall be permitted which-
(a) promotes or supports sedition, anarchy or violence in country;
(b) is against any provisions of the Constitution of Pakistan or any other law for the
time being in force;
(c) tends to incite people to crime, cause disorder or violence or breach of law or
glorifies violence or obscenity in any way;
(d) glorifies adultery, lustful passions or alcoholic drinks or the non-Islamic values;
(e) distorts historical facts, traditions of Pakistan or the person or personality of a
national leader or a state dignitary;
(f) fans racial, sectarian, parochial, regional or class hatred;
(g) promotes social inequality, militates against concepts of human dignity and dignity
of labor.
(h) is directed against sanctity or home, family and marriage;
(i) is wholly or mainly of a religious or political nature;
CONT.

(j) contains references that are likely to lead the public to infer that the product
advertised or any of its ingredients has some special property or quality which
is incapable of being established;
(k) contains indecent, vulgar, or offensive themes or treatment; or
(l) contains material which is repugnant to ideology of Pakistan or Islamic values.
o The goods or services advertised shall not suffer from any defects which
are harmful to human health. Misleading claims about the goods shall
not be made.
No advertisement which is likely to be seen by children in large
numbers should urge children directly to purchase goods of a particular
brand or ask their parents to do so.
All advertisements must be clearly distinguishable as such and be
separate from the programmes and should not in any manner take the
form of news or documentary.

PAKISTAN ADVERTISERS SOCIETY

Chartered in 1996, PAS is governed by a board of Council Members
and directed by an Executive Director. The prime objective of PAS is
to empower its members in dealing with the government, advertising
agencies, media and other organizations integral to the advertising
industry. It believes in promoting the spirit of mutual-support for
mutual-benefit among its members.

It aspires that advertising is efficient and effective for the advertiser;
rewarding for the media, agencies and associate suppliers, and true,
honest and equitable to the consumer.

VISION STATEMENT
THE CODE OF ADVERTISING PRACTICE

The basic tenets of the code are:
It is held that the responsibility of advertisers, advertising agencies, media and
other associated companies is a constructive force in business. To fulfill this
responsibility, it is essential that the parties recognize their obligation to
themselves and to each other.
As a business the industry must operate in the spirit of vigorous competition
honestly conducted.
It is recognized that unethical competitive practices in the advertising business
lead to financial waste, loss of prestige and to the weakening of public
confidence, in both, the advertisements and the industry.
The right of advertising is a responsibility towards the consumers and the
society at large. Specifically the society members will not create advertising
that is:
False or misleading visually or verbally.
Claims insufficiently supported that distort the true meaning or practicable
application of statements made by professional or scientific authority.
Testimonials that do not reflect the real opinions of individuals involved.
Price claims that are misleading.
Statements, suggestions or pictures offensive to public decency or
minority segments of the population.

PAS AWARDS 2014
S.no. Award Category Brand Name Campaign Title
1
Banking & Financial
Services
Bank Al Habib Apna
Current Account
Itna Khayal to Koi Apna Hi
Rakh Sakta Hai
2 Hospitals & Healthcare

Shaukat Khanum
Memorial Cancer
Hospital and Research
Centre
Aur Main To Sirf Barra Hona
Chahta Hoon (Zakat 2013)
3 Media DAWN Preserving Tradition -
Spearheading Change
4 Public Service Leisure Club Vote for Pakistan
5 Soap & Handwash Lifebuoy Global Hand Washing Day
6 Passion for Pakistan National Foods Ltd. National ka Pakistan
7 BTL Activation National Foods Ltd. Recipe Princess
CIGARETTE ADVERTISING IN PAKISTAN
Pakistan signed the WHOs Framework Convention on Tobacco Control (FCTC)
in 2004. Pakistan is duly bound to adopt and follow FCTC in its national
legislation
Article 13 of the Treaty calls for a comprehensive ban on all tobacco advertising,
promotion and sponsorship.
Tobacco industry is putting pressure on Govt. to freely advertise their products.
Pakistan can not go against the FCTC so it has to reject all those claims.
Although print advertising is prohibited, except for advertisements less than one
square inch in the inside portion of publications that are not intended for young
people. TV and radio advertising is limited to the hours between 3:00 am and
4:00 am.
Billboards and other outdoor print media may not exceed 1 square meter. Most
other forms of advertising and promotion are allowed. All permitted advertising
must be accompanied by a health warning. Although financial or other
sponsorship by the tobacco industry is not prohibited, publicity of the
sponsorship of events is prohibited.


http://www.brecorder.com/general-news/172/1187301/
http://www.tobaccocontrollaws.org/legislation/country/Pakistan/summary


CONT.
According to Javed A.Khan (2009) there is partial ban on
the tobacco advertisement in Pakistan and is not very
fruitful.
He says smoking scenes on TV dramas and point of sale
advertising must also be stopped.
Lucky draws, blood donation camps and medical camps
organized by tobacco industry must not be allowed.
Fine must be imposed in case of breach of ban.
TRENDS OF ADVERTISING IN PAKISTAN
Hussainy et al (2008) says that advertisement industry
in Pakistan is following world trend and is now more
liberal and westernized.
Women are the focal point of any advertisement
Advertising is more aggressive
Unreasonable use of music and dance in ads
Akhtar et al (2011) says as cultural norms are important
in shaping the attitudes of people, the use of indecent
language and sexist images as advertising appeals is
creating offensiveness in the minds of people.


WHAT SHOULD BE DONE
Regulating authorities must play a responsible role
and act strictly to ensure the code of conduct.
Ad agencies and organization should be
answerable to public for what they publish.
Ads should be designed in accordance with culture
and normative values of society.
If any thing deceptive has been published in the
past, companies can follow a corrective
advertisement campaign.