What the media & govt ecosystem is doing on potrayal of women in advertising

NEW DELHI: The Advertising Standards Council of India (Asci) rejected six of the fourteen complaints relating to wrongful depiction of women in advertisements during 2012 and 2013.

Advertisements were taken off or voluntarily withdrawn by the channels in five cases after the Asci raised the issue of indecent representation about women, Information and Broadcasting Ministry sources said.

Two cases are still pending with Asci for appropriate action and the inter-ministerial committee demanded an apology from four channels which had carried the advertisement of a deodorant.

The advertisements mostly about deodorants were aired on just over thirty channels. Other advertisements were about mobiles, creams for women, razor blades, innerwear and lingerie, a condom brand, and a carbonated drink.

Meanwhile, the government has already announced that the Indecent Representation of Women (Prohibition) Act 1986 is to be amended to include the audio visual media and material in electronic form.

Sources in the women & child development ministry told that the aim would also be to strengthen the penal provisions.

The sources clarified that the move had nothing to do with recent rape case and its coverage on the electronic and social media, and had been approved by the Union Cabinet much earlier for being moved in parliament as an amendment to the Act.

At present, the Act has provision for prohibition of advertisements containing indecent representation of Women, and prohibition of publication or sending by post of books, pamphlets, etc; containing indecent representation of women. But this will not apply to any book, pamphlet, paper, slide, film, writing, drawing, painting, photograph, representation or figure where it is justified as being for the public good.

Meanwhile, home ministry sources said there was no proposal to amend the Indian Penal Code to keep a check on the vulgarity/objectionable content in programmes and advertisements telecom on various Doordarshan channels.

I&B ministry sources denied that any representation had been made by it to the two ministries to amend the existing laws or to formulate a new code for the content telecast on DD or other TV channels. The sources added that DD strictly adhered to the Programme and Advertising Codes and so no programme containing vulgarity or objectionable content was telecast by the pubcaster.

Parliament had been told recently that more than ninety per cent of the advertisers comply with the orders of the Asci.

I&B Minister Manish Tewari informed parliament that in 2012-13, a total of 2,954 complaints were received against 784 advertisements. A total of 640 of these complaints had been upheld and the advertisers had been asked to withdraw or modify the advertisements.

Asci has informed the ministry that it has set up a new initiative wherein advertisements which are extremely inappropriate, indecent, vulgar and against public interest are suspended pending investigation.

In cases where it appears prima facie that an advertisement is in serious breach of the Asci code and its continued transmission on any medium causes or has the effect of causing public harm, then Asci would, pending investigation, forthwith direct the advertiser/the advertising agency/the media buying agency and the media concerned to suspend the advertisement.

Asci also informed that they will write to the concerned ministries to take appropriate action against advertisers who do not comply with the Asci orders.

Latest Reads
Eros Now Partners with Celcom; Consolidates Distribution in Malaysia

Eros International Plc (NYSE: EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, its digital over-the-top distribution service

Television TV Channels Music and Youth
TV Today Network subsidiary receives IT demand notices

TV Today Network Limited (TVTN) has informed the bourses that its wholly owned non-material subsidiary India Today Online Private Limited (ITOPL) has received separate demand notices from the Income Tax department.

Television TV Channels News Broadcasting
BBC Studios India and Mindshare’s I Can You Can wins two Silvers - Best Branded Content and Best Media Strategy at the Emvies 2018

BBC Studios India and Mindshare, India’s largest media agency, announced that it has won two Silvers at EMVIES 2018

Television TV Channels News Broadcasting
NDTV launches India’s first mobile-only portrait live channel

New Delhi Television Ltd (NDTV) has launched India’s first mobile-only vertical live channel with the name NDTV HOP Live. India has nearly 432 million internet users and this number is growing at a rate of 4-8 per cent, according to Deloitte’s Technology, Media and Telecommunication (TMT)...

Television TV Channels News Broadcasting
Movies NOW, Romedy NOW and MNX celebrates this festive season with a special programming line-up

Celebrating the spirit of this festive season, Times Network's English Entertainment channels

Television TV Channels English Entertainment
Running Wild with Bear Grylls’ on Discovery channel gets extraordinary traction from advertisers

The premiere of new series Running Wild with Bear Grylls on Discovery and Discovery World HD

Television TV Channels Factual @ Discovery
Woh Talent Hi Kya Jo Kisi Ke Kaam Na Aaye; COLORS Announces the Launch of India’s Got Talent

Don’t let talent go to waste advocates COLORS’ flagship reality show – Maruti Suzuki Arena presents India’s Got Talent powered by Vaseline and Frooti as it returns to wow viewers with some mind-boggling acts in its eighth edition.

Television TV Channels GECs
Lizol tops chart; P&G makes comeback in BARC week 40

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 29 September-5 October 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

Television TV Channels Viewership
Star India’s PKL draws higher sponsorship revenues in season 6

The Pro Kabaddi League (PKL) auctions saw six players command over a crore, offering further proof of the property’s rising popularity in terms of viewership and advertising interest. If we look at the viewership, the live telecast of PKL season 5 garnered 1.6 billion impressions with a target...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories