Just another day one of our national institutions absolutely leaving us in a state of shock with their actions. This time, it’s the institution that is responsible for issuing and regulating the licenses, rights, and terms of media content in Pakistan. Yes, we are talking about PEMRA who just made headlines with their new ruling over a TVC.
So, recently, this ad came out of an ice-cream that has sparked a controversy that perhaps only PEMRA sees it. It has been modeled as “seductive” and “sensual” and violating the terms that the regulating authority has issued for all media content. It’s an advertisement where a woman is seen taking a bite of an ice-cream stick. According to PEMRA, it is a bit arousing and not appropriate for some viewers.
Source: Pakistan Today
Here are some of the images from the ad and now you decide if they are seductive?
Source: Twitter
Yummy…
Source: Twitter
Umm…
Source: Twitter
Ahh…
Source: Twitter
Hmm, that looks delicious. I am only tempted to eat ice-cream here.
To be honest, it is only going to be that way if you see it that way. If you approach it with a perspective that the content is potentially “seductive” or not appropriate for some users, you are bound to end up feeling that way. It’s human psychology, basically.
Some Pakistanis find the decision taken by PEMRA to ban this ad very ridiculous. They have portrayed their criticism over the relevant decision. People continue to suggest against the relevant conflict with it.
It doesn’t amuse Pakistanis at all…
A girl eating ice-cream from her mouth… nothing more seductive and inappropriate than this… well done PEMRA…. https://t.co/V3OYgSKk4m
— Shafaat Ali (@iamshafaatali) July 7, 2017
Although thr is absolutely no creativity in the content of majority of TVCs, banning #IGLOO Tvc unveils the ToraBora mindset running #PEMRA
— Shafaat Ali (@iamshafaatali) July 7, 2017
There must be some dirty old men sitting in PEMRA, what was so wrong about that ice cream ad? ?
— Nusrat Hussain (@NusratHussain02) July 7, 2017
What is the the non vulgar way of eating an ice-cream? Asking for PEMRA because their head is stuck in their ass.
— Senior Tweep (@AngryRedd) July 7, 2017
A girl eating Ice cream is obscene according to Pemra's rules. Just wondering would it be alright if she'd eaten it from beneath her burqa? https://t.co/gP5LMRfQ53
— Basit (@iBasitt) July 7, 2017
What's wrong in this ad?
What's objectionable?
Just because she's a lady?
Your mind is corrrupt PEMRA@AbsarAalam you've a filthy mind. pic.twitter.com/MrxQy61Y57— JB (@badnocs) July 7, 2017
Hatsoff to PEMRA…??
Jo kuch asal mn ban krny wala ho wo is authority ko kabhi nazar hi nii aya…— Nabeeha. (@leading_ladiey) July 7, 2017
Is PEMRA right to take such a measure against the advertisement or are they being too harsh? Share your opinion.
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