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Arising from a number of disputes, the PAS
Standing Committee (CSC) on Code of
Advertising Practice realized the need toAdvertising Practice realized the need to
standardize disclaimers used in
advertisements and other communications
executed on TV, Radio, Print and Outdoor
medium. The standardization would
include:
• fonts: size type and colour• fonts: size, type and colour
• the duration
• positioning, etc.
Here, CSC also defines the purpose and use
of disclaimers in the interest of the
consumers.
the advertisers’ voice…
3. the advertisers’ voice…
… the rationale!
Without proper disclaimers, an advertisement
can potentially be misleading that:
can results in unhealthy competitive practices,
with long term repercussions.
is bound to draw attention from regulatory authorities like CCP
with severe legal and financial implications.
ill lt i d f ti will result in defamation
and loss of credibility and reputation
also if advertisers’ do not set transparent and credible rules for… also if advertisers do not set transparent and credible rules for
practices themselves, they will never be able to effectively
influence the industry towards best practices.
Note:
The guidelines are only applicable once a company decides to put a disclaimer!
4. the advertisers’ voice…
Essentials
of disclaimers
Essentials
of disclaimers
Disclaimers should be “precise”.
A disclaimer cannot contradict a statement contained in the main
body of the copy, or alter the general impression created in the copy.
Th di l i ti t b " l d i “ The disclaimer notice must be "clear and conspicuous“
However, PAS encourages that all advertisements should be so clear that all advertisements should be so clear that
there should not be a need of a disclaimerthere should not be a need of a disclaimer unless required by theirthere should not be a need of a disclaimerthere should not be a need of a disclaimer, unless required by their
respective regulatory bodies like State Bank of Pakistan, Pakistan
Telecommunication Authority and Ministry of Health.
5. d di i f TVCd di i f TVC
standardizing disclaimers
Standardization for TVCStandardization for TVC
Font Size:Font Size: 18pts for EnglishFont Size:Font Size: 18pts for English
16pts for Urdu
(PAL format, 720 x 576 pixels or equivalent size in any other
format/resolution)
Font Type:Font Type: English: Helvitica
Urdu: Noorie Nastaliq
Colour:Colour: Black on white background and vice versa OR
A stark degree of colour contrast between the background
colour and the disclaimer.
Position:Position: Horizontal only (vertical not allowed).
Within Title Safe Frame
Implementation Date: 1st July 2014.
Duration:Duration: Minimum 5 seconds per disclaimer.
8. d di i f PRINTd di i f PRINT
standardizing disclaimers
Standardization for PRINTStandardization for PRINT
F t SiF t Si 12 t (E li h)Font Size:Font Size: 12pts (English).
9 pts (Urdu)
Note: The above standard is for formats no larger than the standard poster size (24”
x 36”). Disclaimers for larger communications should increased proportionately orx 36 ). Disclaimers for larger communications should increased proportionately or
be judged on a case to case basis.
Font Type:Font Type: Helvetica (English) / Noorie Nastaliq (Urdu)
Colour:Colour: Black on white background and vice versa OR
A stark degree of colour contrast between the background colour
and the printed statement.
Implementation Date: 1st July 2014.
9. d di i f OOHd di i f OOH
standardizing disclaimers
Standardization for OOHStandardization for OOH
F t SiF t Si F t 1 200 ft 18 t iFont Size:Font Size: Formats > 1,200sqft 18pt size
Formats <1,200sqft 16pt size
Note: Design ratio: 1cm = 1foot
For odd size formats please use proportions while applying the above rule.For odd size formats please use proportions while applying the above rule.
Font Type:Font Type: Helvetica (English) / Noorie Nastaliq (Urdu)
Colo rColo r Black on hite backgro nd and ice ersa ORColour:Colour: Black on white background and vice versa OR
A stark degree of colour contrast between the background colour
and the printed statement.
Implementation Date: 1st July 2014.
10. THANK YOUTHANK YOUTHANK YOUTHANK YOU
F i d t il t tFor queries or details contact:
MS. NAFISA GABAJI
Communications Executive
Email: nafisa.gabaji@pas.org.pk
Tel: +92 21 3583 6072‐3
