This write-up has two parts i.e. celebrities in misleading advertisement and celebrities with inappropriate dressing and moves in advertisement.
Needless to mention here that Mass media is evidently the biggest and the easiest source of communication between the agencies and general public. Media of today is playing an outstanding role in creating and shaping of public opinion and strengthening of society. Media is the sword arm of democracy. It acts as watchdog to protect public interest against malpractice and create awareness among the people living in a country. It is considered as a mirror of modern society. It serves as a mean to distribute and share important news with the general public in order to spread awareness and education.
If on one hand the mass media is spreading acquaintance and perception, it also has a few draw backs which are brought under lime light on various occasions. Media today has independence to promote and advertise legal content through electronic and print media sources, but do have some binding limitations that cannot be crossed. Media biasness is also one of the major recoil that must be taken action against. Media biasness occurs when information is displayed to be advertised in an unjust or partial way, making a detrimental influence on the people acknowledging themselves with that piece of information.
CELEBRITIES IN ADVERTISEMENTS:
It has been noted that the advertising agencies usually work with clever brainstorming by casting and involving public figures and famous people, usually the ones who are admired and adored by the general public in order to have an exclusive attention of the buyers. These public figures include; celebrities, athletes, sportsmen, artists, singers etc. these eminent people sign endorsement agreements with the agencies and fulfill all the clauses by helping in producing an influential advertisement. From shampoos to apartments, celebrities endorse products both in print media, and on television. The tactics and methods used to make an advertisement bring forward a message to be conveyed to the general public, which either influence the viewers in a good or a bad way. With the message, tags along the visual graphics and representation which is demonstrated by the agencies with the consent of the artists working with them. The producers of an advertisement are bound to advertise such content that is favorable for the viewers and for a pure bona fide purpose and does not include any such inconsonant and inappropriate composition that deceives, manipulates or creates a bad impression on the seers.
DECEIVING ADVERTISMENTS:
Consumers are more likely to believe the statements the personality makes in the ad and view the product and the brand positively. The
acknowledgment 
of the products by the Celebrities in advertisement shall affect sales positively. Consumers prefers to purchase the product if they feel that the celebrity is likable, sincere and appropriate for the item. However, it is matter of record that time to time the celebrities endorsed such content that was not experience or in fact verified by themselves and portrayed an unfavorable effect on the consumers
and general public.
The Manufacturer of “Fair and Lovely” endorsed by many celebrities of Lollywood and Bollywood are claiming “guaranteed transformation in skin within four 
weeks. However recently, in India “Fair and Lovely” endorsed by super star Shah Rukh Khan, was fined recently for falsely guaranteeing a dramatic transformation in skin colour within four weeks.
Ethically, the Film and Television Stars, Cricketers and other Global Celebrities need to verify the features and guarantees being made about products they are paid to promote. They have to think wisely before acknowledging and endorsing a product.
Recently, the famous actor Brosnan courted controversy last month when he appeared in a series of James Bond-style adverts for an Indian chewing 
product that is linked to mouth cancer. However, later on, he said he had been “deceived” into thinking the product was a harmless tooth whitener, and asked the company to withdraw advertisements using his image.
Earlier. Australian cricketer Brett Lee was caught up in an alleged 450 billion rupee Ponzi scheme, after acting as brand ambassador to an investment company called Pearls Group. The firm is accused of targeting the life savings of 50 million Indians, mainly poor rural families, by fraudulently guaranteeing massive returns on investment. Lee denies being aware and is not accused of any wrongdoing, but has been criticized for pocketing £180,000 for his role.
Therefore it is strongly recommended that specific law must be introduced by the government whereby, if the Celebrities make misleading claims willingly then they will be responsible and liable for punishment.
INAPPROPRIATE CLOTHING, MOVES AND DIALOGUES:
Another huge constituent that is often overlooked and neglected by the producers and advertising agencies is the message they portray and the impact they leave on the viewers in an advertisement by encouraging the celebrities and artists to 
wear inappropriate
and manifesting clothes by exposing more than half of their bodies hence putting a ruinous impression on the seers especially the youth. Also immoral and crude dialogues and moves are usually accelerated in these ads and are exquisitely acted out by the artists. There have been plethora advertisements launched in our country promoting the indecent culture and number of complaint has also been filed claiming ban on this kind of influential gist.
EXAMPLES:
- Jazz, Ufone, Telenor and number of other mobile networks are used for easy communication between the people. The advertisements made for its promotion featuring many famous artists usually coveys the message of long calls, chats and flirting between the loved ones. This kind of content often promotes immoral and illegal relation among the youth who get too much inspire by the pleasure portrayed in these commercials.
- Famous brands use double meanings language just to promote their products regardless of its impact on the families.
- In most of the commercials Pakistani female celebrities and artists are seen in obscene and revealing clothing, showing their intimate body parts and hence promoting western culture which is isn’t clearly appreciated by the right thinking members of our society.
- Numerous Indian female actors are also seen in
Pakistani TV commercials wearing extreme western clothes and executing sensuous moves thus exciting men viewers. Famous and beautiful Indian actress Katrina Kaif is mostly in the commercials of Veet Cream and Lux Soap, exposing her legs, arms and other body parts. - Another famous actress Nargis Fakhri is featured in the ad of the most famous network connection jazz. She is seen dancing around and
flirting 
with young men instead of actually promoting the brand she is hired to do so. - One the preeminent Pakistani actresses Mathira is usually seen doing advertisements which are highly inappropriate and vulgar considering the clothes, dialogues and gestures portrayed by her.
- A well-known and adored actress Mahira Khan made an appearance in an advertisement of Lux Body was with another actor Fawwad
Khan. They both portrayed and created a sexual and soothing atmosphere by dancing around and using flirty dialogues hence creating an absurd effect on the viewers. - In Dettol Advertisement showing pregnant women.
- Advertisement of pads for women in which college girls are shown to use these pad.
- Skin white Goat Milk Soap, contains mild nudity-legs, thighs, back and shoulders of a female model are shown naked.
- Inappropriate moves of Aalia Bhutt in Mobile adv.
- Katrina Kaif in Slice Mango Juice which contains
inappropriate and objectionable contains.
These kinds of advertisement shave flamed out many controversies and have been complained about a lot of times. But still the trend of this kind of media content is seen being increased day by the day in the name of modernization, which is not acceptable in our society.
EFFECTS OF INAAPROPRIATE ADVERTISEMENTS ON THE VIEWERS:
The advertisements represented usually have an extreme psychological effect on the viewers; hence it plays an important role in the mental and behavioral development of the people especially the youth.
Following are the inappropriate effects of illicit ads on the general public.
- The exposed dressing of the female actresses incites the young girls to wear such clothes in order to look beautiful and erotically attractive in the eyes of every male.
- The incongruous interaction between men and women in the advertisements influence the young minds hence forcing them to have illegal and unethical relations with the opposite gender.
- The use of abusive and absurd language spoken on the television teaches adverse lessons to the children who end up repeating that inappropriate language in front of every other person.
Media and mass communication is no doubt a major source of communication among the member of the state and plays a vital role in developing and grooming the state and its citizens. But there are limitations and constraints which are prescribed by the state as well as our religion which must not be overlooked by the administrations of the agencies indulged in producing media essence.
Recently, the Pakistan Electronic Media Regulatory Authority has imposed banned on OPPO and Zong ads as complains against it being distasteful for the public were made. Profuse celebrities have also faced severe consequences over the promotion of such vulgarity in the country. Complains of ban over airing Indian and other foreign commercials in Pakistan have also been made by news channels and by public in general.
NOTE
This information provided in the article do not constitute legal advice and are not intended by the author.
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