22 August : The Ministry of Information & Broadcasting has observed that the content/theme of the advertisement of “Axe Dark Temptation Deodorant”, which is being telecast on several TV channels, are indecent, vulgar and repulsive.

The Ministry has requested the IBF to advise its member channels not to telecast the aforesaid advertisement of “Axe Dark Temptation Deodorant” or any such advertisement with indecent, vulgar or suggestive theme (s) to avoid any punitive action in future.

The Ministry has also requested the ASCI to provide details of complaints received and action taken by Consumer Complaints Council (CCC) (if any) against the advertisement of “Axe Dar Temptation Deodorant”. In case no such formal complaint has been received, the Ministry letter itself is to be treated as one and appropriate action may be initiated. Looking into the sensitivity of the issue involved, as an interim measure, ASCI has been requested to advise the advertisers to refrain from airing the said advertisement pending decision of the CCC.
 

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