ASCI Prohibits Ads From Promoting Gender Stereotypes And Making Offensive Content

After the controversial ad by a deodorant brand that received nation-wide flak in India, the self-regulatory body Advertising Standards Council of India (ASCI) added a new guideline stating that ads must positively refrain from promoting gender stereotypes and no jokes about one’s appearance or gender must be made.

ASCI pointed out that irrespective of someone’s caste, race, creed, gender or nationality, ridiculing them or making fun of them because of these aspects will not be welcomed.

“Advertisements must not include gender stereotypes that are likely to cause harm or serious or widespread offence,” the guideline said.

The ad that left the entire nation baffled, as to how such content was even cleared to air on television, belonged to the Perfume company Layer'r Shot. The advertisement was accused of trivialising rape and mocking the fear of safety most women feel. The content was declared downright cringe-worthy, unanimously by people. It was also found to be disturbing and triggering for sexual violence survivors and completely lacked sensitivity.

While deodorant ads have been infamous for sexualising and objectifying women, this one went beyond the imagination of people. It caused a social media uproar and along with a plea by Delhi Commission for Women (DCW), the ad was taken down from all platforms and ceased to be running on television.

The Information & Broadcasting ministry (I&B) wrote in a letter to YouTube and Twitter that the ad was “detrimental to the portrayal of women in the interest of decency and morality.”

Manisha Kapoor, CEO and secretary-general, ASCI, asserts, “Brands and advertisers need to avoid stereotyping women or showing them in harmful, discriminatory roles. Gender roles have evolved and brands and advertisers will be in a better shape if they make a note of these changes and work them in, into their creative process when they make the ad.”