women have become a commodity in advertising with respect to media laws & ethics.

2. 1-Introduction
2-Reasons to portray Women
3-All Pakistan Newspapers Society (APNS)
4-PEMRA Laws & Conducts for Advertising
5-TVcs
6-Ethical View
7-Relationship Between Laws & Ethics
8-Islamic Perspective
9-References

3. Commercial advertisement, whether it is
on a Billboard, Television, Newspaper or
in a Magazine, the focus is not the
product itself, but also the women who is
being used to increase sales.

4.  One reason for the increase in the level of
immodesty in advertisement is because
the corporate world feels that “Sex
Sells”.
One reason for the increase in the level
of immodesty in advertisement is
because the corporate world feels that
“Sex Sells”.
1

6. The object of interest for
people is the Girl instead of
Mattress.

7. The focus in the whole AD is on girl instead of
Mattress.

8.  Using attractive women in ads is actually to
get a male’s attention and to generate
greater publicity.
Using attractive women in ads is
actually to get a male’s attention
and to generate publicity.
2

10.  Women can only sell your product, no matter
the product is a dedicated brand of men.Women can only sell product, no matter
the product is a dedicated brand of
men.
3

12. All advertising agencies shall take all
reasonable precautions to ensure that all
advertising released by them is legal,
decent, clean, honest and truthful and that
such advertising is in respect of goods or
services prepared with a sense of
responsibility to consumers and to society.

13. The advertising agencies/ advertisers,
before releasing an advertisement for
publication, must have documentary
evidence to prove all claims, whether
direct or implied, that are capable of
objective substantiation and it will be
required to be provided to the APNS on
demand.

14. (1) Advertisements aired or distributed by
a broadcast or cable TV station shall be
designed in such a manner that it conforms
to the laws of the country and is not
offensive to morality, decency and
religious sects of the people of Pakistan.

15. (2) No advertisement shall be permitted
which:
glorifies adultery, lustful passions or
the non-Islamic values
contains indecent, vulgar, or offensive
themes or treatment

16. distorts, traditions of Pakistan
contains material which is repugnant to
ideology of Pakistan or Islamic values

22. Advertising as now a
major component of
society & thus influence
values ,norms, beliefs &
behavior .

23. 1.Majority of ADS doesn't represent our
society, Indian & western culture invasion
particularly in Ads causing a great harm.
2.The Ads are not family oriented as shown
in above discussion.

24. 3. Children are grown up before time & the
things which even we can’t discuss with our
families earlier, now they are watching it
with all family & due to that the level of
shyness is in decline day by day.
4.Media Ethics draws certain boundaries;
which are based on the cultural Norms &
Values of an individual or a country.

25. Something illegal might be unethical
but something unethical can’t be legal.
Laws are consistent, universal,
published, accepted & enforced, while
in case of ethics all case will be
reversed.
Laws have more formal institutions i.e.
judiciary, court & police etc. while
ethics are self imposed.

27. O Prophet! Tell your wives & your daughters
And the women of the believers to draw
their veils all over their bodies.
That will be better, that they should be
Known as free respectable women
So as not to be annoyed.
And Allah is ever Forgiving.
Most Merciful.
Surah Al- Ahzab Ayah 59
(The Holy Quran)

30. 1.http://apns.com.pk/faqs/rules_and_regul
ations_governing.php
2.http://www.pemra.gov.pk/pemra/images/
docs/legislation/PEMRA_Rules_2009.pdf

31. Presented by:
Komal Razaq
&
Noman Ghayas