Ban Fairness Cream Ads on Pakistani Media

Ban Fairness Cream Ads on Pakistani Media

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Rubban Shakeel started this petition to Ministry of Information & Broadcasting Pakistan and

With a history of colonialism, Pakistan has battled biases stemming from a racist ruler, which continues to seep into the mindsets of our youth. We, as a nation, are still facing the challenge of accepting our identity and the beauty of our individuality. One prominent hurdle in the struggle of self-actualization is the appreciation of fair skin. We advertise fair as being desirable and malign any movement, which aspires to advocate for an opposing viewpoint. We sell fairness creams, advertising a philosophy that encourages degrading any skin tone other than fair. 

Whitening Cream advertisements are aired to a national audience on local television channels, influencing viewers to believe that a fairer skin tone is a desirable quality. These advertisements are shown on a national level with a lack of check on product authenticity or the consequence of these advertisements on the mental health of the viewer. 

By exposing our youth to these products, we are encouraging them to doubt themselves and are indirectly destroying their self-esteem. We are making them believe that their present skin tone is not desirable and that they should invest on creams, which could potentially harm their skin. The bleaching agents in these creams are not suitable for any skin but they are being sold and advertised to impressionable minds. 

Most common illegal ingredients to be used in whitening creams are mercury and hydroquinone, which with prolonged use are linked to poisoning, skin damage and liver and kidney malfunction (Source: The Guardian). 

I request that PEMRA bans the advertisement of all whitening creams on Pakistani media channels to discourage the use of such creams and also to proactively work towards safeguarding the mental health of our impressionable youth. 

Every skin type is beautiful and any advertisement, which advocates a contrary argument is a threat to our youth and their health. I request that PEMRA takes this request seriously and pursues an action against such advertisements at the earliest.

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