IT was shocking for me and my family to recently watch on television an advertisement in which a renowned Pakistani actor was promoting some aphrodisiac. Since TV channels in Pakistan do not have parental control and the advertisement does not come with a ‘parental guidance’ label, it should not be aired on television as it may affect the impressionable minds of our children negatively.

The content of this particular advertisement was quite obscene as it claimed to explicitly assure men of virility regardless of age. Watching the advertisement with my family was embarrassing, to say the least. The Pakistan Electronic Media Regulatory Authority (Pemra) should immediately restrain this advertisement on electronic media as these news and entertainment channels are viewed by people of all ages, including minors.

Respect for cultural and religious norms must be observed. Therefore, it is imperative that adult-oriented content is not allowed on family audience channels. In any civilised society, the airing of such advertisements carries certain restrictions.

The Drug Regulatory Authority (Drap) should also look into the matter as people with problems in their marital lives should seek treatment from a medical professional and should not be encouraged to go for self-medication with over-the-counter aphrodisiacs. Stuff like this contains powerful chemicals with potentially serious side effects and, therefore, should be used only under a doctor’s care. It is suggested that the pharmaceutical company concerned should come up with an alternative advertisement strategy that targets the intended audience.

If we allow such advertisements, then we should prioritise family planning products considering the exponential population growth which is a major impediment in the country’s development. We need to have our priorities right.

Salma Tahir
Lahore

Published in Dawn, April 2nd, 2021