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No more “Fair & lovely”

In a commendable move made by the Indian Government, all promoters and actors endorsing/advertising fairness creams may soon find themselves in a bit of a pickle!

According to a new draft bill proposed to amend the Drugs and Magic Remedies Act of 1954, a penalty of 5 lakh rupees and jail time of up-to 5 years has been suggested for the promotion or encouragement of using fairness creams! As well as any pharmaceutical products claiming to cure deafness, improving height, preventing hair loss or greying, reducing obesity etc.

These new rules would be drafted under The Drugs and Magic Remedies (Objectionable Advertisements) (Amendment) Bill of 2020.

Under the draft bill proposed, a fine of up to Rs 10 lakh and up to 2 years’ imprisonment has been suggested in the case of the first stated offence.

In the case of a subsequent conviction, imprisonment maybe extend to 5 years and the fine increased up to Rs 50 lakh.

The notice was issued “in order to keep pace with changing time and technology” by the Ministry of Health and Family Welfare.

This kind of change in severely needed in Pakistan.
A country where fairness creams sell like hot cakes, a hefty fine and accountability under the law can halt the manufacturing of such products.

Skincare Brands have, almost always, glorified the idea of fair skin. Portraying unrealistic scenarios that only fair-skinned people can become or are successful.

The carefully & cleverly curated fairness advertisements feed into the insecurities of people who have darker skin tones, creating a ‘need’ for their products. They lure in customers with a seemingly ‘magical’ resolution to all of their hurdles on the road to success.

These new rules are needed to finally change the prevailing narrative.