'Flavoured condom ad in bad taste'

New Delhi: A titillating ad on flavoured condoms aired at prime time on Indian television channels during the Champions Trophy matches has raked up an old decency debate and the checks and balances required on the content shown on the small screen.

"Monitoring content is very important. But despite all our efforts something suddenly comes in. There is this DKT 'XXX' flavoured condom ad which everybody knows about. It somehow got in," Censor Board Chairman Sharmila Tagore said.

"I want to make it clear that we are not against condom ads because we all realise that it is a very important matter where awareness is concerned. It is one of the things which can save you from AIDS and HIV. We don't want to take away or stop advertising condoms, but we certainly don't want to have silly, titillating ads," she said, addressing the media at the launch of Gurukul Jyoti Awards.

The ad promotes DKT's "XXX" strawberry, chocolate and banana flavoured condoms with the tagline "What is your flavour of the night?"

The authorities tried to monitor the content by setting up The Television Cable Networks Regulation Act, 1995, according to which no advertisement will be permitted that glorifies violence or obscenity in any way.

It also says that indecent, vulgar, suggestive, repulsive or offensive themes or treatment shall be avoided in all advertisements.However, the offending ad crept in despite the legislation.

When asked, a senior official of the Advertising Standards Council of India (ASCI) told IANS: "We don't have screening or scanning power. We respond to complaints filed by the consumers, or if we happen to see something objectionable we take action against that.

"For television there is no authority to check whether the people are showing the right content or not. However, without any penalising power, the ASCI succeeded in modifying and discontinuing 80 percent ads for which complaints were received," the official added.

The ASCI, a voluntary and non-profit organisation set up in 1985, was given legal status this year. It was established with the objective of ensuring that Indian advertising is sincere, truthful and decent.

"Despite all our efforts these things continue to happen. The ad was telecast during cricket matches when children were watching TV. Doordarshan showed it, Sony Max showed it. It shows lack of responsibility," said Sharmila.

"It will take time to stop the telecast of such programmes because it is not my choice or the minister's choice. The parliamentarians and the lawmakers will have to take the decision."

Commenting upon the self-regulation cited by most filmmakers and ad-makers, Sharmila said: "Advertisements are self-regulatory. We are told we don't need the Censor Board - we know how to regulate ourselves. But when it comes to self-regulation, neither the advertisers do that nor do the TV serials. It seems self-regulation is not working. It serves self-economic interests and not public interest."

The veteran actress said she was not against adult programmes on TV, but stressed that there should be a fixed time to show them.

"Right now we don't have any time slot for adult programmes. There should be a fixed timing for that. But the parliamentarians will decide on that. I can't decide that."

"There are some good adult films like Close Up and Omkara, but definitely not suitable for children. They should be shown without any cuts, because if you cut it, then it takes away from the film."

She said talks between the Government and the advertising council were on over the issue.

"The ministers are meeting the advertising council and all the other stakeholders, but it will take time because the issue has to be tabled in parliament first and then okayed. We are a democracy, so we can't take very quick decisions on these issues," she explained.

Sharmila is also concerned about children's programmes. "There are not too many good programmes for children because channels are more interested in TRPs and money. Nobody wants to do anything else. Even if they spare 10 minutes for public service broadcast or for kids' programmes, it will be enough."