PEMRA issues notice to ARY Digital for airing banned commercial
JournalismPakistan.com | Published: 16 July 2017
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PEMRA has taken action against ARY Digital for airing a banned commercial of Igloo ice cream. The channel is required to respond to the notice and is facing further action for violating media conduct regulations.Summary
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.
Key Points
- PEMRA issued a show-cause notice to ARY Digital.
- ARY aired the banned Igloo ice cream ad despite a regulatory ban.
- The ad was deemed overly seductive and indecent by viewers.
- ARY must respond to PEMRA within four days.
- The CEO of ARY is required to attend a hearing on July 19.
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