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PTV Code of Advertising Standards & Practice

Contents

Introduction The PTV Code of Advertising Standards and Practice Appendix I Appendix II Appendix III Advertising and Children Advertising of Medicines and Treatments Advertising of Cigarettes 1 12 14 19

PAKISTAN TELEVISION CORPORATION LIMITED

INTRODUCTION

All those who use "a medium of mass communication have a responsibility to do so within a framework of reference. The PTV Code of Advertising Standards & Practice drawn up by PTV aims to provide such a reference for advertisements intended for telecast. In providing these guidelines, PTV is governed not only by universal rules of reason and good sense followed by other TV networks but also the social, aesthetic and moral values to which we, as a nation, subscribe. The direction and the policies of the country and the Government are also reflected in the lines of reference made here. As with other networks, the Code is open for review from time to time. In our particular case, being a country created on the basis of Islamic ideology, the principles governing the Code cannot but be in line with our religious traditions, national aspirations and hopes. This is not to mean to exclude our cultural heritage as well as the advancements, from time to time, in our society. The constraints provided by these rules seek to promote positive values and eliminate negative ones and with particular reference to our milieu are no let to genuine talent. While true artists, in any field, may draw inspiration from any source, their roots remain at home. It is the easiest thing to copy, say a glittering, fashionable ad, western or otherwise; it does not require real talent to do so - while to bring forth a flower, shaped in intrinsic values of your own culture, values and ideals require unmistakably genuine efforts. In the same way, it only betrays a certain lack of talent to exploit the weaker side of human nature. The viewer, even though, he may for the moment be...