Releasing an Ad after a long period of time, ice cream brand Igloo has run into some big trouble with Pakistan Electronic Media Regulatory Authority (PEMRA), which has imposed a ban on the TVC over claiming the content to be ‘intolerable’ and ‘vulgar’.
In its latest notice, the media watchdog imposed a ban on the TVC which allegedly uses strong sexual innuendos.
PEMRA issued a complete ban on the TVC which starts on 8th of July and has directed all television channels to take the ad off air.
Stringent action will be taken against channels who do not comply with the orders. PEMRA also mentioned the commercial was against the norms of the society.
However, the move did not go down well with some of the social media users who accused PEMRA of unnecessary ‘moral policing’:
A girl eating ice-cream from her mouth… nothing more seductive and inappropriate than this… well done PEMRA…. https://t.co/V3OYgSKk4m
— Shafaat Ali (@shafaat_geo) July 7, 2017
Although thr is absolutely no creativity in the content of majority of TVCs, banning #IGLOO Tvc unveils the ToraBora mindset running #PEMRA
— Shafaat Ali (@shafaat_geo) July 7, 2017
There must be some dirty old men sitting in PEMRA, what was so wrong about that ice cream ad? ????
— Nusrat Hussain (@NusratHussain02) July 7, 2017
What is the the non vulgar way of eating an ice-cream? Asking for PEMRA because their head is stuck in their ass.
— Furqan Haider (@AngryRedd) July 7, 2017
A girl eating Ice cream is obscene according to Pemra’s rules. Just wondering would it be alright if she’d eaten it from beneath her burqa? https://t.co/gP5LMRfQ53
— Basit (@iBasitt) July 7, 2017
What’s wrong in this ad?
What’s objectionable?
Just because she’s a lady?
Your mind is corrrupt PEMRA@AbsarAalam you’ve a filthy mind. pic.twitter.com/MrxQy61Y57— JB (@badnocs) July 7, 2017
Hatsoff to PEMRA…????????
Jo kuch asal mn ban krny wala ho wo is authority ko kabhi nazar hi nii aya…— Nabeeha. (@leading_ladiey) July 7, 2017
Here is the Ad for you to decide whether it is really vulgar or not:
