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‘Tooth & Pemra’

December 06, 2018

Email

APROPOS the letter ‘Tooth & Pemra’ (Dec 1). The writer has raised an important issue with regard to health advertisements. This matter has been addressed in Pemra’s Code of Conduct 2015 as Clause 14(5), which says: “Any health-related advertisement shall not be aired without prior permission of the federal government or provincial government, as the case may be, as required under the relevant applicable laws and the advertisement so aired after obtaining necessary permission shall strictly comply with the terms and conditions of the permission.”

From time to time Pemra has issued several advices and warnings to all satellite TV channels to verify the registration of the medical products from the National Medical Council, Pakistan Medical and Dental Council and Health Care Commission and the Drug Regulatory Authority of Pakistan before airing such advertisements and strictly comply with Pemra’s code of conduct.

To date, the media regulatory authority has banned eight advertisements of different products after receiving complaints from viewers against them. Pemra has a complaint-based mechanism, which requires the authority to initiate action when a complaint is lodged. Complaints can be lodged on our website (www.pemra.gov.pk) or through its twitter handle (@reportpemra). Complaints received by us are subsequently forwarded to the council of complaints.

Muhammad Tahir

General Manager, Pemra

Islamabad

Published in Dawn, December 6th, 2018

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