According to the notice, the trend of advertisements with content that doesn't relate to the product in question is "causing unrest".

The backlash

In response to the notice, several celebrities called out the regulatory body for needless moral policing.
“The dance isn’t vulgar, she’s fully clothed. Is there something I'm missing? Why isn’t anyone talking about the more important issue: we don’t have enough gluten-free variety in cookies,” wrote actor Ushna Shah in a tweet.

Actor Anoushey Ashraf, who doesn’t shy away from butting heads with the authorities either, explained why banning an ad could not cure the perversion within. “Cute how in a country where the most searched thing on the web is porn, one little twirl in a traditional dress is offending the saviours of piety,” she wrote. 

“How do their minds even register such stuff? Someone send them on a vacation abroad and help them see the world,” she quipped.

Designer Asim Jofa on the other hand, simply lauded Hayat’s impeccable performance, “Proud of you buddy. Keep Rocking!” he wrote. Whereas actor Ahmed Ali Butt simply took to his Instagram story and wrote, “Dear #PEMRA, or bhi dukh hain zamanay men biscuit ke siwa (there are bigger problems in the world aside from a biscuit).”

Writer and producer George Fulton also had some questions to ask, “This biscuit ad with @MehwishHayat that is shocking people seems to have passed me by. Can anyone send a link to it? How shocking is it? Is it as shocking as senators burying women alive, or children being abused by clerics? If not, I think we have other priorities to focus on?” 

Nevertheless, the Tamgha-e-Imtiaz recipient wasn’t bothered by the social media backlash the ad and by extension, her performance received. She responded to the situation with a simple jibe, "I don’t need your approval, darling. I have my own!" she wrote on Twitter without tagging or naming anyone.

The prologue

On Monday, the notice issued by the Pemra was made public via social media. It detailed the reasons that triggered the regulatory authority to lay down certain directives for future TV commercials. “It has been observed with concerns that themes of advertisements of ordinary consumer products like biscuits, surf, etc being aired satellite TV channels are not corresponding with the disposition of these products.

The trend is causing unrest and behavioural disturbance among the viewers being not only in violation of the commonly accepted standards of decency but also the socio-cultural norms of Pakistani society,” the notice read.

Pemra in its notice alluded to one ad in particular responsible for doing this, deeming it as "indecent". The ad which features actor Mehwish Hayat became the subject of controversy on social media with netizens calling out the authority for allowing such content.

Thus, the notice adds, “In this context, viewers are criticising Pemra on Twitter for allowing…such indecent advertisements. Pertinently, viewers are of the view that airing advertisements regarding general consumer products like biscuits in such a bizarre manner where the visuals do not commensurate with the use of the products is unwarranted and needs to be looked into.”

It went on to conclude that the “complainants are of the opinion that the presentation of the products in such manner is wittingly or unwittingly merely aiming to promote consumerism.” The brand in question was requested to review its advertisement while on a general level companies were advised to take the public's concerns into consideration.