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Screen Policy
- The screen policy is applicable for both the programming and commercial airtime.
- The provisions of the code should be adhered to both in letter and in spirit.
- Advertisers and their representatives must substantiate their advertised claims promptly when requested to do so by a council.
1 - Accuracy and Clarity
- Advertisements must not contain inaccurate or deceptive claims, statements, illustrations or representations, either direct or implied, with regard to a product or service. In assessing the truthfulness and accuracy of a message, the concern is not with the intent of the sender or precise legality of the presentation. Rather, the focus is on the message as received or perceived, i.e. the general impression conveyed by the advertisement.
- Advertisements must not omit relevant information in a manner that, in the result, is deceptive.
- Disclaimers and asterisked or footnoted information must not contradict more prominent aspects of the message and should be located and presented in such a manner as to be clearly visible and/or audible.
- Both in principle and practice, all advertising claims and representations must be supportable. If the support on which an advertised claim or representation depends is test or survey data, such data must be reasonably competent and reliable, reflecting accepted principles of research design and execution.
- The entity that is the advertiser in an advocacy advertisement, must be clearly identified as the advertiser in either or both the audio or video portion of the advocacy advertisement.
2 - Disguised Advertising Techniques
No advertisement shall be presented in a format or style which conceals its commercial intent.
3 - Comparative Advertising
Advertisements must not unfairly discredit, disparage or attack other products, services, advertisements or companies, or exaggerate the nature or importance of competitive differences.
4 - Professional or Scientific Claims
Advertisements must not distort the true meaning of statements made by professionals or scientific authorities. Advertising claims must not imply that they have a scientific basis which they do not truly possess. Any scientific, professional or authoritative claims or statements must be applicable to the Pakistani context, unless otherwise clearly stated.
5 - Imitation
No advertiser shall imitate the copy, slogans or illustrations of another advertiser in such a manner as to mislead the consumer.
6 - Safety
Advertisements must not without reason, justifiable on educational or social grounds, display a disregard for safety by depicting situations that might reasonably be interpreted as encouraging unsafe or dangerous practices, or acts.
7 - Superstitions and Fears
Advertisements must not exploit superstitions or play upon fears to mislead the consumer.
8 - Advertising to Children
Advertising that is directed to children must not exploit their credulity, lack of experience or their sense of loyalty, and must not present information or illustrations that might result in their physical, emotional or moral harm.
9 - Advertising to Minors
Products prohibited from sale to minors must not be advertised in such a way as to appeal particularly to persons under legal age, and people featured in advertisements for such products must be, and clearly seen to be, adults under the law.
10 - Unacceptable Depictions and Portrayals
It is recognized that advertisements may be distasteful without necessarily conflicting with the provisions of this clause; and the fact that a particular product or service may be offensive to some people is not sufficient grounds for objecting to an advertisement for that product or service.
Advertisements shall not:
- glamorize criminal activity or condone the actions of criminals; depict or describe techniques of crime in a manner which invites imitation. All advertisements must respect the principles of law which sustain our society.
- elicit public protest against the state and establishment of Pakistan or any other country; misrepresent or over-claim any social evil or link it to any person, group of persons, firm, organization, industrial or commercial activity, profession, product or service unless sufficient proof of the same exists and has been accepted by the legal courts of Pakistan.
- condone any form of personal discrimination, including that based upon race, national origin, religion, sex or age;
- appear in a realistic manner to exploit, condone or incite violence; nor directly encourage, or exhibit obvious indifference to, unlawful behavior;
- demean, denigrate or disparage any identifiable person, group of persons, firm, organization, industrial or commercial activity, profession, product or service or attempt to bring it or them into public contempt or ridicule;
- undermine human dignity; or display obvious indifference to, or encourage, gratuitously and without merit, conduct or attitudes that offend the standards of public decency prevailing among a significant segment of the population.
11 - Banned Products
Advertising of banned products will not be accepted. These products may be approved for sale under specific conditions and terms, but still be unsuitable for advertising. Such products include prescription & life saving drugs, products posing a health risk or products which are not for sale to general public. Examples of such products include liquor, tobacco, betel nuts, guns and ammunition. This list is not exhaustive and the channel is the sole deciding authority in this matter.
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