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 carried away by cheap entertainment and popularity, is deeply sensitive to any design to exploit the baser side of his nature. Thus, the advertiser, while seemingly offering amusement, actually arouses antagonism and antipathy deep in the minds of the people. The product or service may have a run in the market, the producer may gain a sum, but the image of the media is tarnished as well as the taste and mood of the viewers. No sensible policy- makers and those responsible for a mass media can allow this to happen, let alone as a practice. Advertisements conceived and presented with due regard to decency, gain better results. Obscenity pays no real dividends and vulgarity degrades the name with which it is associated.
It is indeed, worthwhile to mention here, that the general tone as well as artistic qualities of the TV commercials are improving in spite of some technical handicaps with which the advertisers still have to put up; and we trust that the trend will be maintained in the days to come.
PTV, however, reserves the right to impose requirements as to advertisements and the methods of advertising which go beyond the requirements imposed by this Code. This includes authority to give directions as to exclusions not only of classes and descriptions of advertisements, but of individual advertisements - either in general or in particular circumstances.
Presented here is the sixth edition of the PTV Code of Advertising Standards & Practice which has been modified on some points. The present Code is being published in order to serve as a guide to the TV advertisers and those engaged in the production of TV commercials. It would be in their interest to make sure that the commercials they prepare are sound in all respects and a source of credit to themselves and this national medium.
We trust that our advertisers - and the producers, artists, copywriters, and those connected with the production of TV commercials would take care to avoid anything that does not conform to this Code and rules framed or that which may injure the susceptibilities of the viewers. - M. Ziauddin Jeddi, Controller Sales (April, 1985)
Download Complete PTV Code of Advertising Standards & Practice PDF 
