GOVERNMENT OF PAKISTAN

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ADVERTISEMENT POLICY FOR
PRINT, ELECTRONIC, DIGITAL MEDIA & CINEMA
2021

MINISTRY OF INFORMATION & BROADCASTING

 TABLE OF CONTENTS

1. Introduction…………………………………………………………… 03

2. Scope…………………………………………………………………….03

3. Objective………………………………………………………………... 04

4. Oversight & Implementation Committee (OIC) ……………………….. 04

5. Advertisement Rate Fixation Committee ………………………….. 05

6. Print Media Advertisement ……………………………………………. 06

7. Advertisement on Cinema……………………………………………….07

8. Electronic Media and Cinema Advertisement ………………………...07

9. Mechanism for the Enlistment of Agencies; Fixation of Federal Government

Digital Advertisement Rates …………………………………………...09

10. Payment & Billing Procedures…………………………………………..13

11. General Guidelines ……………………………………………….……..14

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 Salient Features of Advertisement Policy 2021

a) It is for the first time in the history of Pakistan that an all-encompassing

Advertisement Policy is being rolled out covering all forms of media including
print, electronic, digital, cinema and any other form of media for transparent,
judicious and merit-based utilisation of Government resources on public sector
advertisement campaigns.

b) Transparency is a major hallmark of this policy from issuance of

advertisements to various media outlets to the payment of dues.

c) The release of advertisements through a transparent mechanism would

guarantee best value for money for the advertising
ministry/division/organization.

d) Stakeholders were consulted for their input.

e) The Planning Commission to earmark at least 2.5% of total budget outlay of

any PSDP project for running effective media advertisement campaign to
create awareness about the Federal government‟s policies, projects and
initiatives aimed at the socio-economic welfare of its people.

f) The said Advertisement Policy is centralised in character in order to ensure

merit, transparency and effective utilisation of Government resources.
Moreover, it would also safeguard implementation of respective regional
quotas while releasing advertisements.

g) The policy would also ensure timely payment of advertisement related dues to
the media outlets and advertising agencies concerned.

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1. Introduction:

Media is defined as a communication channel through which information, entertainment,

education, data or promotional messages are disseminated for public information and awareness.

Advertisements, commercials or messages on Print, TV/ Radio/Cinema, Digital or other

platforms form an important tool for dissemination of information and creation of awareness
among the citizens on government policies, programs and initiatives. The government therefore
needs to effectively utilize the entire range of mediums to create informed opinions on various
policies and programs being pursued for the welfare of the citizens.

Accordingly, Federal Government needs to ensure that advertising or communications

across media are streamlined so that its message reaches the maximum number of people and
also elicits response. Therefore, communication strategies should achieve value for public money
and efficiency in the delivery of message and encourage media pluralism.

According to Rule of Business, 1973 (Schedule – II) Section 16(i) Ministry of

Information and Broadcasting is a focal Ministry of the Government of Pakistan for its projection
and dissemination of information. It is incumbent to streamline the release of government
advertisements and formulate an advertisement policy to benefit from developments in
Information Communication Technologies and consequent emergence of new mediums as
vehicles for dissemination and amplification of pubic messages.

2. Scope:

Only those newspapers, TV channels, FM Radios, Cinema, Digital media platforms will be
entitled to Federal Government advertisement which are approved by the Oversight Implementation
Committee (OIC) and adhere to Article 19 of the Constitution of Islamic Republic of Pakistan as well as
code of ethics approved by the Supreme Court of Pakistan.

Publicity campaigns/ advertisements which may include a combination of various mediums will
ensure that the messages have maximum impact and reach.

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3. Objectives

To provide a broader framework for Government advertisements and

communications in order to inform and inculcate awareness among the masses on the
issues of public importance /interest and achievements of the government in print,
electronic, social, digital, new and allied media.

4. Oversight & Implementation Committee (OIC):

An apex body to be named as “Oversight & Implementation Committee (OIC)”

will consider all aspects of government advertising and communications, which includes
but not limited to all forms of publicity i.e. campaigning, advocacy, marketing,
promotion and event management. The OIC will have the authority to approve or reject
any publicity campaign / advertisement which lacks objectivity, is inconsistent with the
policies of the government, is in violation of any law of the land. The proposed
composition of the committee will be as follows:

i. Secretary Chairman
ii. Principal Information Officer (PIO), Member
iii. DG EP Wing Member
iv. DG DEMP Member
v. DG Cyber Wing Member
vi. Head Digital Media Wing Member
vii. DDG-Advertisement Member/ (Secretary to the
Committee)
viii. Co-opt any other member with the permission of the Secretary MoI&B.

4.1 The Committee will convene its first meeting within fifteen (15) days after approval
of the Advertisement Policy and will finalize its Terms of Reference (ToRs) with
reference to enlistment of new advertisement agencies, print, broadcast media,
cinema, digital platforms or any other form of media. The OIC may direct Press

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 Information Department (PID) to discontinue, suspend or restore release of
advertisement on the following grounds.
a. If Newspapers, TV channels, FM Radios, Cinemas, digital media or any other
media do not adhere to Article 19 of the Constitution of Islamic Republic of
Pakistan as well as code of ethics.
4.2 The Minister of Information & Broadcasting shall be the appellant and final
authority in case of any complaints against any decision of the OIC for the
aggrieved party.

5. Advertisement Rate Fixation Committee:

The Committee comprising of Federal Minister for Information and

Broadcasting, Secretary Information and Broadcasting and Principal Information
Officer, Press Information Department (PID) will meet Biannually to determine
rates for the release of advertisement/ Commercials on Print, TV, Radio, Cinema,
Digital or any other media platform. Moreover, Minister for Information and
Broadcasting may co-opt any one with the relevant experience in the committee.

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6. Print Media Advertisement:

Advertisement in print media shall follow the guidelines given below:

i. All Federal Ministries / Divisions / Executive Departments / Autonomous

Bodies shall release print advertisement, classified (tender notices, job
advertisements, procurement etc.) or display (campaign etc.) to be published in
national or regional dailies/periodicals through Press Information Department
(PID).
ii. Advertisements cannot be demanded by any newspaper/ periodical as a matter of
right.
iii. PID shall be authorized to select newspapers/periodicals, both national and
regional on behalf of the Federal Government Bodies/Sponsoring Agencies
keeping the provision of budget, target audience for maximum impact.
iv. Federal Government Bodies/Sponsoring Agencies may identify the size of the
advertisement, geographical target area, number of insertions and recommend
the language(s) (English, Urdu, Both or Regional) for the release of
advertisements. However, the decision of the PIO shall be final as per (iii)
above.
v. In case of display advertisement, Press Information Department shall decide its
placement and number of newspapers/periodicals for finalization of the media
plan in consultation with Federal Government Bodies/Sponsoring Agencies and
the decision of the PIO shall be final as per iii above. However, when the client
department intends to issue special supplement for which it needs any special
media list can identify its media preference, in such a case, PID and client
department can decide through mutual consultation.
vi. Efforts would be made to release advertisements in all regions and languages for
maximum impact.

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 vii. For Foreign Advertisement, Federal Government Bodies/Sponsoring Agencies
shall after obtaining NOC from External Publicity Wing route it through the
Press Information Department.
viii. Press Information Department (PID) shall be authorized to appoint Advertising
Agency as per prescribed guidelines. In case where there is no advertising
agency,
PID may appoint advertising agency on the panel of Federal Government Bodies/
Sponsoring Agencies on ad-hoc basis up to a maximum of six (6) months.
Meanwhile the Sponsoring Agency must complete formal process of appointing
advertising agencies on its panel.

7. Advertising on Cinema:
Movies are gaining popularity among young and senior audiences alike and cinemas have
a positive environment where people are more emotionally engaged and receptive to
advertising. Cinema media can reach a huge target audience each month and its
advertising recalls are four times higher than ads placed on television. It is more effective
for publicity campaign through advertising and it will also help to boost the film industry
in Pakistan.
Currently in Pakistan, as per market survey there are 148 Cinema screens and have 7200
seats with 3.5 million customers annually and 65,000 shows per annum.

8. Electronic Media and Cinema Advertisement:

i. Release of TV/ Radio Commercials will only be made to those media outlets
holding valid license issued by Pakistan Electronic Media Regulatory
Authority. Cinemas exhibiting films cleared by Central Board of Films
Censors (CBFC) will be entitled to government advertisements. All electronic
media and cinema advertisements will be routed through Press Information
Department (PID) while keeping the budget, target audience and maximum
impact in view.

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 ii. PID shall finalize the media plan in consultation with the Federal Government
Bodies/ Sponsoring Agencies.
iii. PID shall approve the publicity campaigns including number of spots, number
of TV/ Radio Channels, time slot, and consideration for regional language
channels etc. in consultation with the Sponsoring Agencies.
iv. PID shall be authorized to include, remove or hold in abeyance any
advertisement released to any TV/ Radio or cinema in the publicity plan.
v. All TV/ Radio commercials shall be released at prime time from 1900 to 2300
hours on negotiable rates and bulk business packages in order to get best value
for money.
vi. Department for Electronic Media and Publications (DEMP) shall ensure the
verification of aired TV/ Radio and cinema commercials as per the release
order issued by PID.
vii. All Federal Government Bodies/Sponsoring Agencies shall ensure their
adequate funds availability prior to release of any electronic media campaign
on the prescribed pattern.
viii. The rates for electronic media and cinema advertisement shall be applicable as
prescribed from time to time.
ix. Advertisement Rate Fixation Committee to review the rates for
electronic media and Cinema.

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9. Mechanism for the Enlistment of Agencies; Fixation of Federal
Government Digital Advertisement Rates
In last two decades, Pakistan has seen a phenomenal growth in usage of internet resulting
in remarkable increase in digital/ online advertisements in Pakistan. Keeping in view the
rising trend, following mechanism for release of public sector advertisements on digital
media in accordance with Rules of Business, 1973 have been proposed below:

Definitions/Terms:

i. Internet Newspapers1 or Online Newspaper or News Websites is used for

any website dedicated for generating news content with no association with an
existing printed newspaper.
ii. E-paper or E-Newspaper2, or electronic paper are terms different from Internet
newspapers and are used for a “digital edition” and/or a „replica or scanned
format‟ of a printed newspaper accessed via the internet. E-newspaper are
associated with an existing newspaper in print.
iii. “Digital marketing communication” refers to marketing communication that
uses digital interactive media to deliver promotional advertising messages to
consumers/audiences with the objective to promote initiatives/products and
services, or to influence behavior of people.

Stephen Logan Indrajit Banerjee, “Asian Communication Handbook,” (Singapore: AMIC Asian Communication
Series, 2008).
2 Cataloguing Manual (Library of Congress, 2002 Edition, Updates to 2006), ed. CONSER.

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iv. “Social media” refers to mobile, digital and online platforms that allow the
creation and exchange of user-generated content by individuals, communities and
corporations. Users create and propagate content and engage on such platforms.
v. Digital Advertisement Agency is an advertising agency that brings graphic
design and copywriting together with new technology and
modern marketing techniques. That may include standalone digital ad/marketing
agency or any other advertisement agency with designated digital wing facility.
vi. Digital Media Association of Pakistan (DMAP) is dedicated to safeguarding
the interests of all stakeholders in a rapidly emerging digital market and creating a
regulated playing field.
vii. Run of Site (ROS) means that a banner or other type of online
advertisement can appear on any page, and usually in any open
placement, of a particular website.

Applicability of Digital Advertisement Rates:

The proposed mechanism shall be applicable on all Government Ministries/
Departments/ Divisions/ Autonomous or Semi-Autonomous bodies for placement of their
advertisements on News Websites of both types: online newspapers / or portals of
existing newspapers that are digitally updated editions and NOT replica/scanned versions
through Press Information Department.

Criteria for the Release of Digital Advertisements on PID/ Cyber Wing

registered websites:
i. All ads and sponsored articles to be released by Press Information Department
(PID) through enlisted Digital Advertisement Agencies.
ii. For all display/video digital advertisement campaigns, an open competition shall
be called for the selection of advertisement agencies.

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iii. PID will maintain and update the list of news websites or portals or any other
media platforms and release the advertisement in category-wise allocations based
on daily visitors.
iv. 5% quota for regional websites (only in Regional Languages or duly supported
formats) to be specified.
v. The distribution of advertisement will further be based on audience and regional
specification/reach of the News websites or portals.
vi. News websites or portals will have to guarantee minimum viewership on their
sponsored articles within 48 hours of posting and in case the minimum viewership
is not met, they will have to post additional articles till the minimum viewership
guaranteed is reached to ensure payment.
vii. The advertisements will be given on calculated share/ performance matrix given
below:
Sr No Website Monitoring Parameters Percentages (%)
01 Ranking as per Google Analytics 30%
02 Ranking as per Alexa or any other established online 20%
ranking platform
03 Per day average website traffic for last one year 20 %
04 Significance to Public Interest 20 %
05 Accessibility of the website (UI Design, Mobile 10 %
compatibility )

Formation of Content Committee

i. A content committee shall be formed for checking and ensuring the quality of
content produced for campaigns and digital advertisements. The committee
will also be responsible for approving campaigns and shortlisting contenders
for campaigns.
ii. The content committee shall include members from PID, Cyber-wing, and
Digital Media Wing, Client department and will consist of the following
members:
1. PIO (Chairperson of the Committee)

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 2. DG Cyber Wing
3. GM Digital Media Wing (DMW)
4. DDG Advertisement PID

iii. Only those websites or social media pages will be entitled for government
advertisements which are approved by PID/ Cyber Wing and adhere to the
Article 19 of Constitution of Islamic Republic of Pakistan.

Billing:
i. The website shall submit its bills directly or through an advertising agency with
third party server data to PID and must contain following details:
a. Name of Campaign:
b. Date/s of Campaign:
c. Number of Impressions Promised:
d. Ad Location:
e. Ad Size & Format:
f. Number of Impressions Obtained:
g. Engagements
h. Outreach
i. The Influencers/ Bloggers/ V-loggers shall provide active bank account
number with valid NTN number for direct payment.

Requirements for Registrations

a. Minimum following of 35,000 people
b. Have been active on the profile for at least 18 months prior to registering
c. Have worked with at least 2 MNCs in the last 12 months

KPIs for each video package:

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a. Creator needs to ensure viewership of half of total numbers of subscribers within 2
weeks of the publishing of the content. For example: if a creator has 500,000
subscribers, they have to ensure viewership of 250,000 within 2 weeks. If required
number of views are not reached, creator will not be paid unless another package
is delivered to ensure aggregated number of views reach the required KPIs.
b. Only original content production is acceptable including audios & visuals. Only
copyrighted material can be used in any of the content production. Advertising on
Social/ New Media shall follow the below mentioned guidelines:

i. All advertisements on social/ new media platforms shall be routed through

PID.
ii. PID shall release such advertisements only to those social/ new media
platforms which are enlisted with Cyber Wing and whose viewership/ online
traffic engagement can be tracked through well recognized and reputed
social/ new media analytical tools.
iii. Advertising on social/ new media platforms is unique as each platform‟s
rent/ charges are assessed separately. Therefore, respective platform‟s rent/
charges shall be offered to Advertising Body/ Platform/Agency etc. as
prescribed. Advance payments in foreign currency may also be made
available when/where mandatory.
iv. Oversight & Implementation Committee (OIC)‟s decision shall be considered
final in the context of technical and unforeseen eventualities on social/ new
media advertising and allied issues.
v. Review of social/ new media platforms shall be undertaken by OIC as and
when required.
vi. Advertising Body/ Platform/ Agency‟s inorganic traffic shall be identified
through the use of independent online tools by the Cyber Wing and such data
shall not be counted for prescribed traffic for qualification purposes.

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 vii. Globally recognized social/ new media platform‟s mechanism shall be
assessed for its reach and charged in light of capability of Advertising
Body/Platform/Agency etc. by the OIC.

8. Payment and Billing procedures:

i. PID will only accept advertisement once Federal Government Bodies/
Sponsoring Agencies provide a certificate that sufficient funds are available for
the purpose.
ii. Press Information Department (PID) shall release classified advertisements/
campaigns directly to media outlets instead of routing through advertising
agencies.
iii. The display campaigns will continue to be routed through advertising agencies.
However, payment criteria will be as under: -

a. 85% will be paid directly to the media house.

b. 15% will be paid to the advertising agency.
iv. Media houses will present their bills/ invoices to PID within one month after
publication / airing/ displaying of the advertisement. These will be processed,
scrutinized and verified by the PID before making payments through PID by
AGPR/Statutory Bodies.
viii. PID will also provide a copy of release order of advertisements on TV/ Radio
channels and Cinema to Directorate of Electronic Media & Publications (DEMP)
which will monitor and verify that the advertisements have been carried as per
release order. Payments against advertisements on TV/ Radio channels and
Cinemas will be released once certification is received from DEMP.
ix. The bills/ invoices for placed advertisements shall be processed for payment by PID
after verification by the Cyber Wing.
x. The Advertising Body/ Platform/ Agency etc. shall provide automated analytical
reports generated by the respective social/ new media platforms.

9. General Guidelines

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 i. PID will release advertisement/ TV/ Radio, cinema commercials and digital
platforms only to those media outlets which are on Combined/Central Media List
(CML) of the Ministry Information and Broadcasting. Once a newspaper, TV/
Radio channel, cinema, or a digital platform is removed from the combined media
list for any reason, its case for re-enlistment in the combined media list shall be
considered as a fresh case.
ii. All Federal Government Bodies/Sponsoring Agencies shall ensure their funds/
budget availability prior to release of any advertisement.
iii. In case the Federal Government Body/Sponsoring Agency does not have any
advertising agency on its panel, it may directly route the advertisement through
Ministry of Information and Broadcasting for release.
iv. To ensure transparency in release of government advertisements, PID will publish
the data relating to release of government advertisement on PID websites for
public record and transparency.
v. The Federal Government Bodies/ Sponsoring Agencies will have to clear
payments against release of their advertisements within 45 days.
vi. Any release of advertisements / commercials by any department/ division/
autonomous body directly to print/ electronic media, digital media and cinema
without routing through the Press Information Department (PID) shall constitute
violation of this policy for which the relevant Secretary/ PAO will be held
accountable as per law.

GUIDELINES/PROCEDURE FOR APPOINTMENT OF ADVERTISING

AGENCIES BY FEDERAL GOVERNMENT BODIES
Following are the main highlights of the procedure which are required to be
followed in the selection and appointment of advertising agencies:

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 i. Advertising agencies shall be selected through an open and transparent
competition, after meaningful and effective consultation with Press
Information Department (PID).
ii. No ad-hoc appointment of advertising agencies shall be allowed except
under special and emergent conditions for which a justification will have to
be provided by the concerned department/ organization to PID.
iii. In no case any ad-hoc appointment shall be extended beyond six months.
iv. All public sector departments and organizations will take immediate steps
to hold required competition for selection and appointment of advertising
agencies.
v. The initial invitation to advertising agencies by department/ organization
will be for presentation of concepts and copies, sketches, preliminary
designs, story boards and scripts based on which, a short listing of agencies
will be done and the short listed agencies will be invited for a final
presentation based on actual artwork, finished products where agreed and
audio and video spots also where agreed.
vi. The Selection Committee shall consist of three members including a senior
level representation of PID, a representation of the concerned department
and an external media expert to be invited with mutual agreement of PID
and the concerned department.
vii. The period of appointment of the finally selected agency/ agencies shall
preferably be for a period of two years. This shall not, however, be
extendable beyond two years except with the approval of PID which may
allow such extension or a maximum period of six months only.
viii. Participating agencies shall provide a certificate to the effect that they have
made payment of all dues against them relating to that department to all
newspapers and other media.
ix. No advertising agency shall be appointed unless a clearance certificate of
the outgoing or previous agency is sent to PID.

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 x. In case where more than one agency is appointed, the area of advertising of
each agency shall be clearly specified.

2. All Ministries and Departments of the Federal Governments are requested to

please ensure adherence to the above procedure and guidelines by the organizations and
public sector corporations under their administrative control.

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