Ice cream brand Igloo’s new ad has run into trouble with Pakistan Electronic Media Regulatory Authority (PEMRA) which has imposed a ban on the TVC over ‘intolerable’ and ‘vulgar’ content.

In its latest notice, the media watchdog imposed a ban on the TVC which allegedly uses strong sexual innuendos.

PEMRA issued a complete ban on the TVC which starts on 8th of July and has directed all television channels to take the ad off air.

Stringent action will be taken against channels who do not comply with the orders. PEMRA also mentioned the commercial was against the norms of the society.

However, the move did not go down well with some of the social media users who accused PEMRA of unnecessary ‘moral policing’: