Pakistan has pulled an immoral condom commercial off air after facing thousands of complaints. A large number of complaints regarding immorality of this condom commercial compelled Pakistan electronic media regularity authority (PEMRA) to take strict action. After that, PAMRA ordered all TV channels to stop condoms adds on immediate basis. PEMRA also sent notice to Pakistan Broadcasters Association (PBA) to block this commercial.
People have complaints that they don’t want to watch such type of commercials during the holy month of fasting. Other than public complaints, the commercial is also against Pakistan’s constitution and PEMRA Act 2007, PEMRA explained. As Pakistan is an overwhelmingly Muslim country, our religious does not allow us to air these types of commercials on Pakistani Media.
To advertise condom ads and discussing contraceptive in public is taboo in Pakistan’s deeply conservative Muslim society. Our Social, cultural and religious norms do not permit us to present vulgarity on Pakistani media by showing such type of indecent commercials.
The fifty seconds TV commercial presents that a new bride, Pakistani actress and model Mathira, is making attempts to keep her husband happy and makes a neighboring couple jealous by pampering her husband.
Meanwhile, a neighboring couple is wandering how the husband keeps his glamorous bride so sweet.On asking, the neighbor smiles and holds up a pack of condom made by Josh which means excitement in Urdu and says “Bring Josh in your life”.
Pakistani Electronic media regularity Authority (PEMRA) strictly ordered for banning this commercial after reviewing it and determining that this commercial violated the group’s code of conduct.
PEMRA spokesman Fakhr-ud-Din Mughal said “the watchdog’s letter pointed out that advertisement was generally being seen as indecent, immoral and in sheer disregard to our socio-cultural and religious values. Airing of such immoral advertisements on Pakistani channels and that too in the Holy month of Ramadan warrants serious action”
Massive protest was recorded against this commercial on social media before this commercial was on aired. The commercial details were leaked on social media before actual on airing of this commercial which sparked and stimulated the nation to raise their voice against this indecent and vulgar commercial.
The fifty seconds commercial starring the most controversial and sultry model of Pakistan Mathira. Mathira has been the most controversial model on the media but after this commercial, she has lost her so called respect. Many people on social media are demanding to ban her from TV.
Contraceptives commercials are rare in Pakistan, where fear of backlash from the country’s religious, socio-cultural and conservative right usually prohibit advertisers to show such subject altogether. Josh condoms is a product of US based nonprofit organization DKT international.
The purpose of this product is only to promote family planning awareness and HIV/AIDS prevention in people as Pakistan is the sixth largest populated country in the world. It was established in Pakistan in 2012. But it does not mean to show everything overtly before public which is nothing but indecent and immoral in deeply conservative Pakistani Society.