ASCI pulls the plug on "dangerous" ads

Advertisers are now encouraged to depict advertisements in a manner which promotes safe practices of driving eg. wearing of helmets and fastening of seatbelts, not using mobiles/cell phones when driving and not driving under the influence of alcohol.

The new guidelines come into effect from April 1.

In a separate development, life insurance firm ING Vysya has come under scathing attack from the Indian government as well as ASCI for broadcasting a controversial advertisement that depicts a girl child as a burden.

The advertisement, which was being aired for the past few months, has the following tagline for the girl child: "hai to pyaari lekin bojh hai bhari" (though lovely, she is still a burden). An insurance cover for the girl child, the advertisement suggested, would lighten the burden.

Several social welfare and child rights groups have complained against the advertisement, saying it could promote female feticide, a problem that India is already reeling from.

Of late, the Indian government has begun a crusade against advertisements that contain scenes which are bad influence to the viewers, such as dangerous driving or acts which are considered illegal or immoral in India. This includes a proposed ban on advertisements that promote cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants, either directly or indirectly.