London Mayor bans unrealistic advertising
IMayor N one of the first high-profile moves of his administration, the London
Sadiq Khan announced on Monday that body-shaming ads will no longer be allowed to appear on the city’s buses and underground trains. The move follows a massive backlash against various poster campaigns on the transport network for so called body shaming - most famously the ‘Beach Body Ready’ images for a line of protein shakes, which depicted a woman in bikini last year.
It is customary not only in London but in many other cities of the European countries that the indecent and negative ads are portrayed on the buses and trains which we believe hurt the very sensitivities of women and also have bad effect on the minds of children. Especially the conservative families, which are in majority in Britain, do not want their children exposed to these unrealistic ads. So Sadiq Khan who has only been in office since May, has taken an appreciable and important step affecting the everyday lives of Londoners. One might ask what is so bad about a few posters. The answer is they are psychologically insidious and, crucially, they take away the element of choice. Khan’s ban might sound like a small change, but if it prevents even one young person from feeling bad about her body, if it keeps one young girl from developing anorexia, if it strengthens the confidence of even one student, then surely he has done his job. Coming back to Pakistan, we will also urge our authorities to follow the footprints of the London Mayor and those ads or commercials that are totally contrary to our social values and norms should be totally banned. Often our television channels are seen telecasting such commercials, which are in sheer disregard to our sociocultural and religious values. Though the television channels would have commercial considerations, but minting money should not be our sole objective rather we also need to fulfil our responsibilities regarding upholding the identity and norms of our culture. We hope that both the PEMRA and the media will fulfil their responsibilities in this regard.
HURMAT GROUP OF PUBLICATIONS