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An advisory by the Ministry of Information and Broadcasting asking broadcasters to telecast condom ads only between 10 pm and 6 am has generated discussion across the forums.
The buzz ranged from why such a directive was issued, and what the provocation was, to whether the directive shouldn’t be extended to theatres.
But the Ministry’s move is not radical as this practice has been adopted by many countries.
The Monday advisory came after the Ministry received complaints alleging that such ads amount to indecent content for children.
“All TV channels are hereby advised not to telecast advertisements of condoms which are for a particular age group and could be indecent/inappropriate for viewing by children. Therefore, such advertisements may be telecast between 10 pm and 6 am to avoid exposure of such material to children and to ensure strict adherence to the provisions contained in the Cable Television Networks Rules, 1994,” the Ministry said in its advisory, adding, “any failure will attract action as per provisions of the Rules.”
ASCI handIn fact, the Advertising Standards Council of India (ASCI) had approached the Ministry after it received a slew of complaints from viewers against ads featuring condoms and other contraceptive brands.
The advertising watchdog, which is a self-regulatory body, had written to the Ministry suggesting restrictions on timing of condom ads with explicit content during prime time or family viewing time as it has now power to issue such a direction to broadcasters.
Shweta Purandare, Secretary General, ASCI, said, that it is not under the scope of ASCI to direct broadcasters on ad slot timings and therefore had made its suggestions on the matter to the Ministry.
The advisory cited various sections of the Cable TV Network Rules, 1994, which states that no advertisement endangering the safety of children or that creates in them “any interest in unhealthy practices or shows them begging or in an undignified or indecent manner” shall be carried in a cable service.
In September, trader body CAIT had complained to the government against outdoor ads featuring Sunny Leone during the Navratri festival.
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