A condom commercial starring a sultry Pakistani model has been banned after the country's media watchdog received hundreds of complaints that the ad was too racy.
Mohammad Saleem, a senior regulatory official, said the ad violated the agency's code of conduct.
The commercial shows a Pakistani couple wondering why their neighbour's new bride, played by model Mathira Mohammed, is working so hard to keep her husband happy.
In response, the neighbour smiles and holds up a pack of condoms made by Josh, which means excitement in Urdu
He says: "Bring Josh into your life."
Some Pakistanis complain the country is growing more conservative as hard-line versions of Islam take hold.
The decision to ban the commercial comes as Pakistan grapples with a rapidly growing population of 180 million.