Islamabad, Pakistan – The Pakistan Electronic Media Regulatory Authority (PEMRA) has directed five television news channels to include the complainant’s perspective in their coverage of a case involving AHG Flavours (Pvt.) Ltd., the Pakistani franchisee of Baskin Robbins. This directive follows a complaint lodged on April 27, 2024, by Mr. Irfan Mustafa, sponsor of AHG Flavours, alleging defamatory and baseless accusations against his company.
The news channels involved are Suno TV, ABN News, Metro One, GTV, and City-42. Mr. Mustafa claims these channels aired false allegations regarding tax evasion, money laundering investigations, and bribery involving the Punjab Revenue Authority.
PEMRA’s Council of Complaints (CoC) convened two meetings to address this complaint. The initial meeting on September 13, 2024, included representatives from both the complainant and the respondent channels. Mr. Ammar Ather Saeed, legal counsel for AHG Flavours, argued that the channels’ reports were damaging the reputation of Baskin Robbins, a US-based company with no direct operations in Pakistan. He emphasized that the allegations were based on information from a disgruntled former employee dismissed for financial embezzlement.
Representatives from Suno TV defended their reporting as being in the public interest, dismissing the complaint as frivolous and an attempt to blackmail the channel. They expressed a willingness to air AHG Flavours’ statements regarding the ongoing inquiries.
The CoC, while acknowledging the ongoing investigations against AHG Flavours, stressed the importance of responsible journalism and avoiding exaggeration in reporting. They advised the channels to be cautious in their choice of words when covering ongoing inquiries, emphasizing that an inquiry does not imply guilt.
The Chairman of PEMRA, after reviewing the CoC’s initial recommendations, referred the matter back for further review. In the subsequent meeting on October 11, 2024, Mr. Saeed reiterated his concerns, highlighting the damage caused to Baskin Robbins’ reputation and providing evidence of the closure of one inquiry by the Directorate of Post Clearance Audit. He specifically expressed concerns about Suno TV’s reporting, which he claimed selectively used information to portray his client negatively.
Mr. Saeed requested that the channels be directed to issue an apology and be penalized under Section 29(A) of the PEMRA Ordinance 2002, updated up to 2023. He also informed the CoC that the complaint against Metro One had been withdrawn as the channel had removed the disputed content.
After reviewing the evidence and hearing arguments from both sides, the CoC recommended that the respondent TV channels air further developments in the case, including the complainant’s perspective, to ensure unbiased and accurate reporting. This recommendation was approved by the Chairman of PEMRA.
This directive from PEMRA serves as a reminder to news channels of their responsibility to report accurately and fairly, especially when covering ongoing investigations. The channels have been warned that failure to comply could result in disciplinary action under PEMRA laws. This case highlights the critical balance between freedom of the press and responsible reporting, particularly in the context of potentially sensitive investigations.
It’s important to note that while PEMRA has directed the channels to include AHG Flavours’ perspective, the investigations by the Punjab Revenue Authority and FBR are ongoing.
