India prohibits the sexy deodorant ads

 the Department says the ads violate code cable television channels in India have been ordered not to broadcast "overtly sexual" deodorant ads that use female models in the 1940s scenarios.

Channels were given five days to change the offending ads or take-off of the air.

"Ads are full messages designed to tickle the prurient male sex instincts," the India information Ministry said in a news release.

None of the companies appointed by the Department have responded so far.

The Department stated that the ads offended "good taste and decency" and that it seemed "indecent, vulgar and suggestive" by subtly sending a message that products "are the sexuality of women".

It is said that they portrayed women as "lustily hankering after men under the influence of these deodorants."

"The representation and the representation of women in these announcements is overtly sexual."

The Ministry argued that the ads violent advertising code of the India, which States that "cable operators should ensure that the representation of the female form... is good taste and aesthetic and well established standards of good taste and decency".

Corresponding say that none of the undertakings concerned is likely to respond in public to the relocation of the Department because of the sensitivities surrounding the issue.

"Reprehensible step".

There are several advertisements in question, including one in which a woman finds a man so stimulating that she begins to undress deodorant.

The Ministry said the advertising standards Council of India (ASCI) to ensure that ads have been modified or removed air within five days.

A presentation on the site Web of ASCI said that there were a large number of complaints concerning deodorant ads over the past two years and that he acted in some cases.

But the Declaration States that "in many cases, it was decided that advertising is not reprehensible."

"In ASCI, there are very specific guidelines." Any Visual is not likely to cause serious or widespread offence is not a matter of concern. Most of these deodorant ads are played after 11 a.m. on TV outside the family viewing timing, "said the statement.

Affected by the ban include: Pierre sauvage, WD Addiction and axe.

Last year, the Department suspended Fashion TV (FTV) for 10 days for showing topless models at a show.

Officials said FTV had violated several provisions of the regulation of cable television networks showing women in a manner that "obscene".