PEMRA issues notice to ARY Digital for airing banned commercial

JournalismPakistan.com | Published 8 years ago

ISLAMABAD – Electronic media watchdog PEMRA has served a show-cause notice of ARY Digital for defying its ban on Igloo ice cream commercial.

The regulator had banned the advertisement on July 7 but the channel aired it on July 13.

A media release said that by ignoring the ban, ARY had violated several clauses of PEMRA Ordinance and the Electronic Media Code of Conduct 2015.

ARY has been directed to stop airing the ad and respond to the show-cause notice within four days. The channel’s CEO is also required to appear for a personal hearing on July 19.

The commercial was seen by viewers as being too seductive and indecent. It shows a model taking a bite on a chocolate ice cream bar and then licking her finger, and running her tongue on her lips.

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