Punjab Government Advertisement Policy dt 10.10.2024
NON MEMORANDUM
Punjab Government Advertisement Policy
I have been directed to refer to this department’s letter of even number dated 17-05-2024 whereby Punjab Government Advertisement Policy, 2024 was circulated for its implementation by all (copy enclosed).
2. It has been sporadically reported that some of the sponsoring departments are running their media campaigns in violation of the following clauses of the Punjab Government Advertisement Policy, 2024 by awarding assignments to the agencies on their own which is the sole responsibility of Directorate General of Public Relations (DGPR) of the Information & Culture Department, Government of the Punjab:
Clause No.2 MANDATE
Description
The responsibility to formulate policies regarding government advertisements by public funds, for the dissemination of information, and the promotion of government policy initiatives and programs, lies with the Information & Culture Department of the Government of Punjab, as per the Punjab Government Rules of Business, 2011…
Clause No.6
PROCEDURE FOR THE SELECTION OF ADVERTISING AGENCIES FOR PUBLICITY CAMPAIGNS:
The following procedure will be adopted for carrying out the publicity campaigns of the sponsoring departments: –
a) Sponsoring departments will not be authorized to hire the services of any advertising agency on its own for the said purpose.
N.B.
The term Sponsoring Department(s) is defined under clause-4 of the policy and referred to all the Government Departments, Attached Departments, Institutions, Corporations, Companies, Autonomous Bodies, Authorities, and Local Governments that release or intend to release public sector advertisements and campaigns, using public funds.
3. Foregoing in view, it is reiterated that all sponsoring departments must adhere to the above clauses in specific and to all clauses of Punjab Government Advertisement Policy, 2024 in general, in order to avoid any audit objections.
The Punjab Government Advertisement Policy, introduced on October 10, 2024, is a significant reform aimed at regulating and optimizing the process of government-sponsored advertisements in both print and electronic media. This policy addresses several concerns related to transparency, fairness, and cost-effectiveness, ensuring that government ads reach the public without undue political bias or financial waste.
One of the policy’s major components involves the issuance of No-Objection Certificates (NOCs) to newspapers for the publication of special supplements. These supplements are often used by the government to communicate important initiatives, achievements, or public service announcements. Under the new policy, the Directorate General of Public Relations (DGPR) of Punjab is responsible for granting these certificates, thus streamlining the process while maintaining control over what gets published and when Another critical feature is the circulation verification of newspapers and periodicals through the Audit Bureau of Circulation (ABC), Islamabad.
The policy mandates that any media outlet seeking government ads must undergo a circulation check to ensure they meet the required criteria. This practice is aimed at preventing fraudulent circulation numbers and ensuring that only credible outlets receive government funding for advertisements(Business Recorder) Additionally, the policy promotes a more structured and merit-based distribution of advertisements, ensuring a balanced allocation across national, regional, and local media platforms. By introducing such checks and balances, the government aims to curb favoritism and ensure that public funds are spent efficiently, with maximum impact on public communication.
Conclusion:
The Punjab Government Advertisement Policy of 2024 is a progressive step towards greater transparency and accountability in the realm of government advertisements. By implementing checks on media outlets, streamlining the NOC process, and ensuring fair distribution of advertisements, the policy intends to create a more equitable media landscape while ensuring responsible use of public resources. This policy is likely to enhance the credibility and effectiveness of government communication, benefiting both the government and the public. This policy applies to all government departments, agencies, and entities advertising through print media, electronic media, digital platforms, and outdoor displays within the jurisdiction of Punjab.
