The Code of Advertising Standards...

With the success of advertising agencies in Pakistan also came the problems, issues and concerns of many with regards to the content of the advertisements and their location. Because of the strong Islamic values and beliefs of the country, many protest have started against certain ads and billboards displayed throughout areas of the main cities.

The Code of Advertising Standards and Practice (1985) issued by the Pakistan Television Corporation Ltd gives a detailed explanation of the rules and principles that regulate advertising in the country. The Code urges advertisers and broadcasters to display common sense when crafting advertisements. They advocate to advertisers to maintain and be mindful of the social, aesthetic and moral values of the nation. Ideals are based on Islamic ideology and therefore the ‘Code cannot but be in line with our religious traditions, national aspirations and hopes’. Ethical and moral issues must be upheld including the sanctity of the home and the institution of marriage, human dignity. Attention should be paid to modesty and simplicity in dress, manners and living habits and respect of Islam and all other religions as well as law and order, peace with other nations and the national sentiments of any country or people. The Code stresses to be mindful and careful when using celebrities or cartoon characters to endorse products. When advertising over the radio, the matter cannot be excessively noisy or strident.
Below is a list of certain products and services that may NOT be advertised:

• Money-lenders except duly constituted banks
• Matrimonial agencies and correspondence clubs
• Fortune-tellers
• Undertakers and others associated with death and burial
• Unlicensed employment services, registers or offices
• Private investigation agencies
• Women’s foundation garments such as brassieres etc
• Filmed commercials of jewellery and the jewellery trade
• Students’ guidebooks and guess papers purporting to induce students to bypass the prescribed text books