Indiantelevision.com Team

(22 August 2008 10:30 pm)

NEW DELHI: The Indian Broadcasting Foundation has been requested by the Information and Broadcasting Ministry to advise its members to discontinue the advertisement of 'Axe Dark Temptation Deodorant' as it is "‘indecent, vulgar and repulsive".

The IBF has been requested to ask its members not to telecast this or any other advertisement‘with indecent, vulgar or suggestive theme(s) to avoid any punitive action in future’.

The ministry has also requested the Advertising Standards Council of India (ASCI) to provide details of complaints received and action taken by Consumer Complaints Council (CCC), if any, against the advertisement of 'Axe Dark Temptation Deodorant'.

In case no such formal complaint has been received, the ministry letter itself is to be treated as a complaint and appropriate action should be initiated, ministry officials told indiantelevision.com.

Looking into the sensitivity of the issues involved, as an interim measure, the ASCI has been requested to advise the advertiser to refrain from airing the said advertisement pending decision of the CCC.

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