The Ministry of Information and Broadcasting has raised serious objections to television advertisements of deodorants available in the brand names of Wild Stone, Addiction Deo, New Axe Googly, Zatak Axe, Set Wet, Denver Deo and Axe.

It has also objected to the “ad punch lines” used with the deodorant brand names during their telecast. The ministry has previewed the clippings of these advertisements.

“The depiction and portrayal in these ads is overtly sexual in overtones. The ads brim inherently with subtle messages aimed at tickling the libidinous male instincts and overly portraying women as lustily hankering after men under influence of such deodorants,” the ministry has observed.

Noting that the ads offend “good taste and decency” and appear “indecent, vulgar and suggestive”, the ministry has underlined that they appear to denigrate women by subtly sending a message that the products “arouse women sexuality”.

Referring to Rule 7(2)(vi) of the advertising code, the ministry pointed out that the regulation stipulates that cable operators ensure the portrayal of the female form, in programmes carried in their cable service, is tasteful and aesthetic, and is within the well established norms of good taste and decency.

The ads appear to be “grossly” violating the advertising code in Rule 7 of the Cable Television Networks Rules, 1994, the ministry pointed out.

“It is, therefore, requested that ASCI may consider the matter and take up the matter urgently with advertisers to either modify the ads o take them off air,” the ministry sought in a letter to the council’s Secretary General Allan Collaco. It has sought the council’s response on the action it intended to take against the so-called offensive adverts.

Established in 1985, the ASCI is a self-regulatory voluntary organisation of the advertising industry. Based in Mumbai, the council is committed to the cause of self-regulation in advertising, ensuring the protection of the interests of consumers.