ASCI invokes "Suspended Pending Investigation" against of deodorant brands

ASCI invokes "Suspended Pending Investigation" against of deodorant brands

The ads in question were accused of promoting rape culture and demeaning to women.

The Advertisement Standard Council of India suspended two advertisements of a deodorant brand for its new body spray "Shot" as it violated Chapter II of its Code.

"Suspended Pending Investigation" was invoked against Layer'r on the grounds that advertisements should not show indecency, or vulgarity, especially in the depiction of women in their advertisements.

The advertisements were in breach for continuously transmitting offensive and harmful content to the public and against the public interest.

ASCI received information that the Channel that originally aired the advertisement pulled it down, but ASCI intervened to ensure that the ads were taken down from all social media platforms.

It took note that normally a 4-day timeline is provided for the advertisers to present their case, however, in exceptional situations like the present, ASCI will have the right to suspend an advertisement that is pending investigation.

The Consumer Complaint Council will no later than 30 days from the date of suspension adjudicate the matter upon giving a reasonable opportunity to the advertiser to present its case.

The case was highlighted after a user took to Twitter calling out and tagging ASCI to intervene in the matter.