The Advertising Standards Council of India(ASCI) suspended the latest ad for Layer’r Shot deodorant after it sparked controversy. ASCI issued a statement in this regard that read, “On the morning of June 3rd, 2022, the Advertising Standards Council of India was alerted to the advertisement of a deodorant product that was in serious violation of Chapter II of the ASCI Code against Offensive advertising.”
The two ads in question were accused by netizens that they are demeaning, insensitive and promoting rape culture. In one ad, a group of men were seen entering a room that had a young couple and seemingly advancing toward the woman before picking up the Shot deodorant bottle. The other ad shows almost a similar scenario in a mall.
LinkedIn influencer and head of creative at TCS Nikhil Narayanan wrote that it was appalling enough that such an advertisement was made in the year 2022. But what made it even worse was that it was not the consequence of one random, thoughtless person taking a camera and shooting. That would still be understandable as everyone is entitled to their moment of madness. Doesn’t make it right, but it would still be believable. But this was entirely different.
After seeing the ad, ASCI immediately initiated a special process called “Suspended Pending Investigation” (SPI). In most cases, ASCI provides an opportunity for the advertiser to produce their arguments before a recommendation is provided on the advertisement. But in exceptional circumstances, when it appears 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 or injury or its continuation is against the public interest, then ASCI would, pending investigation direct the advertising agency concerned to suspend the advertisement. The Consumer Complaints Council shall adjudicate whether or not the advertisement did breach the Code and pass appropriate order, after giving an opportunity of hearing to the advertiser.
The advertisement in question is in potential violation of ASCI chapter II, which states that ads should not contain anything indecent, vulgar, mainly in the depiction of women, or nothing repulsive which is likely in the light of prevailing standards of decency to cause grave and widespread offence.
ASCI received confirmation that the channel which originally aired the ad has already pulled it down. ASCI also notes that the Ministry of Information & Broadcasting has intervened to ensure that the ad is also pulled down from social media channels.
Earlier, the Ministry of Information and Broadcasting (MIB) has written to intermediary platforms YouTube and Twitter to remove the ads on accounts of being insulting and harassing women. The ads were launched during the first Test match between England versus New Zealand on Sony LIV.
DCW Chief Swati Maliwal said that these ads are promoting the ‘gangrape mindset’ and wrote to the police to register an FIR against the company.
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