Television actress Ushna Shah has come forward in support of Mehwish Hayat after her recent ad of a biscuit brand took the internet by storm.

Taking to Instagram, Ushna wrote: “The dance isn’t vulgar, she’s fully clothed. Is there something I’m missing? Why isn’t anyone talking about more important issues: We don’t have enough Gluten-free variety in Cookies.”

https://www.instagram.com/p/CGAaCsbJAhG/?utm_source=ig_web_copy_link

The Pakistan Electronic Media Regulatory Authority (Pemra) has issued an advisory for broadcasters and advertisers urging them to refrain from using themes and content which do not correspond with the nature of the product being marketed.

In an advisory issued on October 5, the authority said that the content of ordinary consumer products, such as biscuits and detergent, being aired on TV channels was not corresponding with the nature of the product.

The advisory comes after some social media users expressed displeasure with an advertisement of Gala biscuit, starring actress Mehwish Hayat that has been running on TV channels.

"The trend is causing/promoting unrest and behavioral disturbance among viewers being not only in violation of commonly accepted standards of decency but also socio-cultural norms of Pakistani society," Pemra stated, adding that viewers were criticising the regulatory body on social media for allowing satellite TV channels to air such "indecent advertisements".

After Hayat's advertisement was released, many netizens took to social media to point out how the visuals went against the "norms" of Pakistani society.