The Layer’r Shot ad and why such ads continue to be made

This weekend saw a huge furore on social media over the latest ads by deo brand Layer’r Shot, which a majority said promoted rape culture. The Ministry of Information and Broadcasting and the Advertising Standards Council of India (ASCI) took swift action against the offending ad and ordered it to be taken down Twitter, YouTube and other social media sites. The ad has been made by the brand's in-house team. 

Swati Maliwal, Chairperson of Delhi Commission for Women, had tweeted: “The company owners must be held accountable.” She also said that a notice had been issued to Delhi Police and the I&B Minister seeking FIR ad strong action.

In a statement issued, ASCI said, “On the morning of the 3rd of June 2022, the Advertising Standards Council of India (ASCI) was alerted to an advertisement of a deodorant product, which was potentially in serious violation of Chapter II of the ASCI Code against offensive advertising. After seeing the ad, ASCI immediately invoked a special process called “Suspended Pending Investigation” (SPI).”

ASCI further said that in most cases, the advertising body provided an opportunity for the advertiser to put forth their arguments before a recommendation is provided on the ad. “However, in exceptional circumstances, when it appears prima facie that an advertisement is in serious breach of the ASCI Code and its continued transmission can cause public harm or its continuation is against public interest, then ASCI would, pending investigation direct the advertiser/ the advertising agency/ the media buying agency and the media concerned to suspend the advertisement.”

The Consumer Complaints Council shall adjudicate whether or not the advertisement is in breach of the Code and pass appropriate order accordingly, after giving a reasonable opportunity of hearing to the advertiser, whose advertisement has been suspended.

“The said ad is in potential violation of ASCI’s Chapter II, which states that advertisements should contain nothing indecent, vulgar, especially in the depiction of women, or nothing repulsive which is likely, in the light of generally prevailing standards of decency and propriety, to cause grave and widespread offence,” the ASCI statement said.

In this specific case, ASCI wrote to the advertiser on June 3, 2022, informing them of the decision to suspend the advertising, and invited the advertiser’s response, which would be tabled before the Consumer Complaints Council in the coming days.

ASCI has received confirmation that the channel that 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.

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