The government has cracked down on "obscene" deodorant advertisements directing advertisers to modify them or take them off air. The I&B ministry has asked the Advertising Standards Council of India (ASCI) to take action and submit a report within five days.
The move comes after the ministry received complaints regarding deodorant advertisements of various brands. Citing about seven instances where advertisements were found to be violating the advertising code, the ministry in its order said, "These ads appear indecent, vulgar and suggestive and hence appear to violate rule 7(8) of the Advertising Code."
The advertisements were also found violating the Cable Television Networks Rules that says, "...the cable operator shall ensure that the portrayal of the female form, in the programmes carried in his cable service, is tasteful and aesthetic, and is within the well established norms of good taste and decency."