There are already multiple ads that perpetuate sexist stereotypes and have questionable content.
The Ministry of Information and Broadcasting has banned the airing of condom advertisements on TV between 6 am and 10 pm because it felt they are “indecent especially for children” and can spark “unhealthy practices”.
The advisory from the ministry headed by Smriti Irani, cited the Cable Television Networks Rules, 1994, which allows it to ban any “advertisement which endangers the safety of children or creates in them any interest in unhealthy practices or shows them begging or in an undignified or indecent manner”.
But critics of the move have argued that awareness regarding condoms is essential to promote safe sex that in turn can prevent the spread of sexually transmitted diseases and unwanted pregnancies.
If the ministry truly has the best interests of the impressionable youth in mind, it should ban other ads that perpetuate sexist stereotypes and have ‘questionable’ content. The myopic focus on condom ads exposes a hypocritical, and squeamish mentality, which is fine with using sex to sell products, but panics when the actual act is referred to.
Here is a list of some ads that actually objectify women and perpetuate harmful stereotypes about gender and sexuality.
1. Slice
The objectification of Katrina Kaif as she drinks mango juice is evident. The entire advertisement is laced with thinly veiled innuendos, and a highly eroticised depiction of the mundane act of drinking juice. The female form is repeatedly sexualized to sell products, creating a direct link that a woman’s body is something to consume.
2. Prestige Pressure Cooker
Aishwarya Rai waits for Abhishek Bachchan to come home so that he can eat the food she has cooked with a pressure cooker. She is referred to as ‘baby’ and ‘biwi’, while her husband makes a mock attempt to protect her honour from anything that ‘whistles’ at her. Delineating the kitchen as the ‘woman’s space’, this ad reinforces the stereotype in children’s minds that managing the kitchen is solely a woman’s job.
3. Amul Innerwear
Teaching our kids that stalking, staring, and objectifying is acceptable if you are looking at someone with muscles in a vest.
4. Macro Man
Violence is cool, and women are passive objects meant to look beautiful and flirt with you after you are done beating up other men. The depiction of violence, followed by a sexualised female form, adds to a culture of toxic masculinity.
5. Fair and Lovely
https://youtu.be/e4OudWoqgRo
A dusky woman is only able to become successful after she lightens her skin tone. Watching ads for this over the years, has children learning to be racist, sexist, and casteist.