MIB gets ASCI's nod on condom ads advisory

The Advertising Standards Council of India (ASCI) has welcomed the Ministry of Information & Broadcasting's (MIB) recent advisory on airing of condom ads between 10 p.m. to 6 a.m.

Shweta Purandare

Speaking on the same, Shweta Purandare, secretary general, ASCI, says in a press note, "It is important to highlight that condom ads meant for family viewing, which disseminate health benefits or propagate information on safe sex practices, the implementation of which can diminish accidental pregnancies and sexually transmitted diseases (STDs)/ HIV, continue to be allowed to air without restriction. The condom ads that have come under watershed hour restriction are the ones which lean on sexual innuendos which could be violating certain provisions of Cable TV Act's Advertising Code."

ASCI's Consumer Complaints Council (CCC), in recent times, has received a slew of complaints against the condom ads with explicit adult content being aired during family viewing hours, requesting ASCI to declare a ban on these ads. ASCI, being a body for self-regulating advertising content, has no remit over advertising placement in media. However, ASCI suggested that the MIB consider restricting the telecast of sexually explicit condom ads during watershed hours.

Purandare adds, "Ads that were complained against were not about HIV protection, prevention of teenage pregnancy or population control. Instead, they focussed on sexual titillation, highlighting product flavours or features, which made them embarrassing and distasteful to be viewed, especially in the presence of children during family viewing hours. ASCI welcomes this move which provides a pragmatic solution addressing the concerns of all stakeholders."

The concept of watershed hours is also practiced globally in various countries like Australia, Austria, Brazil, Canada, France, Kenya, UK, and the US among others.