Pakistan Electronic Media Regulatory Authority (Pemra) has issued advisory to broadcasters and advertisers. It states that themes and content that do not match the product should not be used. In fact, there is an uproar in the country these days over an ad. With this ad, Pakistani actress Mahvish Hayat is in controversy once again. Mahvish came into the limelight in the last few days when her name was linked to underworld don Dawood Ibrahim.
Mahvish is seen dancing in the ad of Gala Biscuit which has not been accepted by Pakistani people on social media. People have said it is against Pakistani society. Even columnist and journalist Ansar Abbasi reported it to Mujra and demanded action from Pemra. In his tweet, Parliamentary Minister Ali Mohammad Khan described it as anti-Islamic and said it had a bad effect on the youth.
Pemra then issued advisory and said that viewers are not happy with this trend. This violates not only the standards of civilization but also the socio-cultural rules of the country. The authority has said that viewers believe that advertisisng such products is not meant to be done in this eye soreing way. This is also promoting consumerism. The authority has asked the Pakistan Broadcasters Association, Pakistan Advertising Association and Pakistan Advertisers Society to sensitize its members.
The authority has specifically asked to review the content of the Gala biscuit ad. All stakeholders have been asked not to use themes that do not match the nature of the product. Ad’s visuals have also been asked to be reviewed by the in-house monitoring committee. However, many users on social media have also defended Ad and Mahvish. It has been questioned that on the one hand, the situation in the country is so bad, students are not getting education, sexual abuse is increasing, professors are being killed and people are more worried about the advertisement of the biscuits.
Significantly, Mahvish had come into the limelight earlier when her name was linked to underworld don Dawood Ibrahim. Media reports claimed that Mahvish is very special to Dawood and it was because of Dawood that Mahvish was given the civil honor of Pakistan ‘Tamga-e-Imtiaz’. Reports claimed that Mahvish was seen by Dawood in an item song and after that he became so obsessed with Mahvish that many big projects were given to Mahvish with his help.