Pakistan
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. These are also referred to as ‘minimum standards’.
The Code entreats advertisers and broadcasters to display common sense and reason and to craft advertisements 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’. Home-grown creative inspiration, shaped in the intrinsic values of Pakistan’s culture, is to be favoured. There are some restrictions on Indian-produced TV commercials. Otherwise, overseas commercials seem acceptable and there are no restrictions on language. Ethical and moral issues must be upheld including the sanctity of the home and the institution of marriage, human dignity - especially the dignity of labour. Attention should be given 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.
Certain products and services 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
Care needs to be taken in using celebrities or cartoon characters to endorse products.
When deciding on sound-track, bear in mind the code’s provision that ‘audible matter in advertisements must not be excessively noisy or strident’. Comparisons are permissible but must respect the facts and the principles of fair competition.
| Advertising minutes per hour | None mentioned in the code. |
| Advertising revenue restrictions | None mentioned in the code. |
| Tobacco | Allowed with very extensive controls and regulations. Ads must not exaggerate the attractions of smoking, encourage people to smoke more, claim any health advantage . Women must not be shown smoking. See the code for more detailed guidance. |
| Alcohol | Prohibited. |
| Pharmaceutical | Allowed with extensive controls. Visual presentation of doctors, dentists, veterinary surgeons, pharmaceutical chemists, midwives etc. which give the impression of professional advice or recommendation are not allowed. Statements by people giving the impression of being qualified are also not allowed. Treatments for certain conditions may also not be advertised or may be advertised only with certain restrictions. Please refer to the code. |
| Gambling | Prohibited in all forms, including betting tips. |
| Contraception | Not allowed. |
| Medical | No reference may be made to a hospital test unless the Medical Committee of the hospital concerned is prepared to vouch for its validity. |
| Food and Beverage | None mentioned explicitly, apart from that the nutritional benefits of vitamins must not be overplayed |
| Personal | Advertisements for sanitary protection are not allowed. |
| Children | Special care and attention needs to be paid as to how children are represented and addressed in advertising. Issues relating to exploitation, security and hazardous situations should be carefully addressed. Children must be shown to be adequately supervised in their activities and be reasonably well behaved. |
| Women | Ads should only feature females when the product is of relevance to them. Where women are shown the emphasis should be on the product rather than on the female model. Social norms regarding dress, music, men and women together, dancing and music must be observed. Women must dress and be shown in environments consistent with the culture of Pakistan. |
| Claims | Irrelevant data and scientific jargon must not be used to make claims appear to have a scientific basis they do not possess. Evidence must be produced by the advertiser and their agencies to support testimonials / claims. No advertisement for a medicine or treatment may include a testimonial by a person well known in public life, sports, entertainment etc. |
| Product Placement | An advertisement must be clearly distinguishable as such and recognizably separate from the programmes. Guidelines are also issued on subliminal advertising which is not allowed. |
| Government Levy | None mentioned in the code. Publicitas states that a Government charge of 10% applies to all television advertising. Selected products such as cigarettes, cosmetics and soft drinks carry a 15% levy. |
For reference only
