Potential Issues of Skin Fairness Creams TV advertisements in Pakistan

Abstract

The purpose of this study was to explore the potential product performance and social issues caused by Fairness creams Television advertisements in Pakistan. Qualitative data was gathered from the female university students and gilrs from low socio economic backgrounds in Rawalpindi (19-28 years, n=96) through twelve focus group interviews. Firstly; study results suggest that fairness creams television ads overstate the product benefits. Some respondents revealed face skin problems after the usage of fairness creams. Secondly; study findings suggest that roles shown in the commercials are potentially reinforcing and raising negative values in the society, show stereo type roles of the women and hurt self esteem of women. These TV ads need to be regulated and the best possible way in the absence of any other types of consumer protection laws are the industry’s self regulations. Policy implications include restriction on the distribution of fairness creams through medical stores only and roles such as girl marrying and wearing large quantity of gold jewelry, avoiding deceptive claims, change of face complexion within few days from dark to white after cream use, showing the superiority, status, achievement and beauty through white face skin should not be shown in the commercials, because of their negative effects on the society as a whole.