NEW DELHI: The information and broadcasting ministry on Monday issued an advisory directing television channels against telecasting condom advertisements between 6 am and 10 pm, attributing the decision to complaints that some channels aired the ads repeatedly and that they were unsuitable for viewing.

The ministry said it had received complaints that condom ads were indecent, especially for children. It cited clauses of the Cable Television Network Rules of 1994 to urge television channels to refrain from regularly airing ads of various contraceptive brands. The ministry order, though merely an “advisory”, warned failure to comply would lead to “actions as per provisions of the rules”.

Last month, following complaints from viewers that contraceptive brands were using explicit adult content to promote their products, the Advertising Standards Council of India (ASCI) had approached the ministry for suggestions on whether to allow telecast of such ads between 11 pm and 5 am.

The government gave advertisers a two-hour breather by relaxing airing hours and allowing channels to air ads between 10 pm and 6 am. Since slotting ads is not the mandate of the ASCI, the voluntary regulatory organisation had requested the ministry’s intervention and made specific references to advertisements by Manforce contraceptive, endorsed by actress Sunny Leone , which had run into rough weather with political parties and viewers over its Navratrithemed contraceptive ad.

The advisory cited clauses of the Cable Television Network Rules of 1994. The advisory, copies of which were sent to ASCI, channels, the News Broadcasters Association and Indian Broadcasting Foundation , said Rules 7(7) and 7(8) prohibited content that “endangers the safety of children or creates in them any interest in unhealthy practices or shows them begg- ing or in an undignified or indecent manner”, and which is “indecent, vulgar, suggestive, repulsive or offensive themes or treatment”.



In Video: No condom ad on TV from 6am-10pm: Govt