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.

Tags ASCI Shweta Purandare

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey