The newest Layer’s Shot deo advertisements sparked a social media firestorm over the weekend, with many claiming they supported rape culture. The Advertising Standards Council of India (ASCI) and the Ministry of Information and Broadcasting ordered it to be removed from Twitter, YouTube, and other social media platforms in response to the commercial.
“The corporate owners must be held responsible,” tweeted Delhi Commission for Women Chairperson Swati Maliwal. She further added that the Delhi Police and the I&B Minister had received a note requesting the filing of an FIR and immediate action.
This morning, the Advertising Standards Council of India (ASCI) was informed about a commercial for a deodorant product that may have violated Chapter II of the ASCI Code against objectionable advertising, according to a statement released by the organisation. After becoming aware of the advertisement, ASCI quickly activated a mechanism known as “Suspended Pending Investigation” (SPI).
Advertising Standards Council International also said that in many situations, ad bodies allow advertisers to present their reasons before making a recommendation on an ad. When an advertisement appears to be in serious violation of the ASCI Code and its continued transmission can cause public harm or is contrary to the public interest, ASCI would, pending investigation, direct the advertiser/the advertising agency/the media buying agency and the media concerned to halt the advertisement,” says the statement.
The Consumer Complaints Council must determine whether or not the advertising is in violation of the Code and issue an appropriate order after providing the advertiser whose advertisement has been suspended an excellent chance to present their case.
Because of its representation of women, the commercial may be in breach of ASCI’s Chapter II’s prohibition on indecent or vulgar content in advertising, according to an ASCI statement. “This ad may cause significant and widespread offence,” the statement reads.
As a result of this particular instance, ASCI sent a letter to the advertiser on June 3, 2022, inviting the advertiser’s answer, which would be presented to the Consumer Complaints Council in the following days.
We have confirmed with the original broadcaster of the commercial that they have already taken it down. Additionally, ASCI reports that the Ministry of Information and Broadcasting has intervened to ensure that the commercial is also removed from social media networks.
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