Abstract:
This research was conducted in order to study the role of PEMRA (Pakistan Electronic Media Regulatory Authority) in advertising. A sample of 20 respondents was selected to participate in the research. Interviews were conducted and results were formulated. An extensive literature review was also conducted which included the journals of PEMRA, the charter of PEMRA and other related documents. The results showed that PEMRA does have a role in the advertising scene in Pakistan and it has been able to assert itself as a regulatory body. The recommendations comprise of suggestions relating to how PEMRA can work eve better to play its role fully and how it can further improve the advertising practices in Pakistan and suggestions towards the making of advertising policy .
