Home >> Advertising >> Article

No condom ad can be prohibited if the communication is fit for family viewing: ASCI

19-December-2017
Font Size   16
No condom ad can be prohibited if the communication is fit for family viewing: ASCI

The recent ban on airing condom ads during TV primetime has once again raised the pitch about issues like creative freedom and moral policing. While some people have termed this move as regressive, others see it as something that upholds our cultural ethos. It must be mentioned that the Information and Broadcasting Ministry recently ordered almost 900 television channels to restrict the airing of condom commercials between 10pm to 6am and has warned of repercussions if the order is violated.

Speaking to exchange4media, Shweta Purandare, Secretary General, The Advertising Standards Council of India (ASCI) said that this move was necessary because these ads were violating the code of self-regulation and were found objectionable by viewers on the basis of inappropriate content. “Condom as a product is permitted to be advertised but people had issues with the way communication was being done. It was not educational and some people had also raised objections regarding the content of the ads not being appropriate for children to view. ASCI does not decide what time the ads should be aired, it only looks at the content of the ads. We had recommended to the minister to take a policy decision that if a particular content is meant for adults to view and is not suitable for family viewing then such ads can be aired beyond 10 pm”, said Purandare.


According to Purandare, ASCI's Consumer Complaints Council (CCC) recently received a number of complaints against the condom ads with explicit adult content being aired during family viewing hours forcing the body to take a stand against such ads. “We are actually happy that this move will allow a kind of flexibility to the advertisers and, at the same time, will take care of grievances that complainants had against some of the advertisements. Rather than toning down all condom ads, airing them only after 10 pm is a win-win stand for all stakeholders” said Purandare.

One of the biggest criticisms of this move has been the stifling of creative liberty. There has also been an overwhelming reaction to this ban order with many equating it with moral policing.

Underlining ASCI’s stand on primetime viewing of condom ads, Purandare stated that ASCI would allow such ads provided the communication was fit for family viewing. “If an ad is done appropriately for family viewing, I don’t think anybody will have any complaint to begin with. The issue is with the handful of ads. I won’t call it moral policing, it is about age-appropriate communication. It is not appropriate for children’s sensibilities. We do get complains against the sanitary napkins and personal hygiene products for women etc and such complaints are not withheld because the way the ads are being shown has nothing crass or inappropriate about it.”

Purandare also said that ASCI stood for “advertising with a conscience” approach and would like to open a dialogue with advertisers if need be to spell its stand on age appropriate advertising. “In deciding whether any particular ad is acceptable or not, the criteria that we use is based on whether that particular ad is likely to cause any grave or widespread offense. If few people are feeling upset, it really doesn’t matter. We will welcome any dialogue with the advertisers in case they wish to seek guidance from ASCI on this matter. We have assured that ads which are appropriate for family viewing will not be affected. No condom ad can be prohibited provided the communication is fit for family viewing” added Purandare.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on