Islamabad: The Pakistan Electronic Media Regulatory Authority (Pemra) has issued a notice to all TV channels and radio stations across the country to "immediately stop" airing advertisements related to contraceptives and family planning products. The decision comes in the wake of numerous complaints received by the regulatory authority against "undesired" content in commercials for contraceptives. “General public is concerned on the exposure of such products to innocent children, who get inquisitive on features/use of products,” a notice issued by Pemra read. It further stated that legal action will be taken against those who fail to follow the directives and continue airing such ads. Pakistan is notoriously strait-laced when it comes to matters of sex and family planning is considered a taboo topic by many.