ASCI identifies 6 types of offensive ads

Advertising self-regulatory entity Advertising Standards Council of India (ASCI) has released a new report called 'What India takes offence to', months after brands such as Fabindia ethnic wear, Fem bleach and tyres were vehemently trolled on social media for their respective advertising. The report, which ASCI said it will share with all Indian advertisers, identifies six kinds of ads people consider offensive. These include ads that promote fair skin and certain body shapes, which create pressure on parents and kids in the field of education, those provoking sexuality and physical intimacy, ads which cross cultural boundaries, or hurt religious sentiments.

"We are sharing these insights with advertisers so they can plan campaigns better and be more cognisant of consumer sentiment," ASCI secretary general Manisha Kapoor said. "There are insights that may help in more sensitised creative development... this goes beyond just policing advertising," she said. The six triggers on what gets India worked up are based on consumer complaints received by the ASCI.

"We have been receiving hundreds of complaints against ads that people find offensive," Kapoor said.