These are the new rules issued by the Advertising Council of India (ASCI):
I'm so happy that some changes are finally being made! Click here to read more about the new rules, and also check out this interesting article from the Wall Street Journal.
- Advertising should not communicate any discrimination as a result of skin colour. These ads should not reinforce negative social stereotyping on the basis of skin colour. Specifically, advertising should not directly or implicitly show people with darker skin, in a way which is widely seen as, unattractive, unhappy, depressed or concerned. These ads should not portray people with darker skin, in a way which is widely seen as, at a disadvantage of any kind, or inferior, or unsuccessful in any aspect of life particularly in relation to being attractive to the opposite sex, matrimony, job placement, promotions and other prospects.
- In the pre-usage depiction of product, special care should be taken to ensure that the expression of the model/s in the real and graphical representation should not be negative in a way which is widely seen as unattractive, unhappy, depressed or concerned.
- Advertising should not associate darker or lighter colour skin with any particular socio-economic strata, caste, community, religion, profession or ethnicity.
- Advertising should not perpetuate gender based discrimination because of skin colour.
I'm so happy that some changes are finally being made! Click here to read more about the new rules, and also check out this interesting article from the Wall Street Journal.
- Nitya
Links to information:
http://blogs.wsj.com/indiarealtime/2014/08/22/will-new-ad-guidelines-change-indias-obsession-with-lighter-skin/
http://www.ascionline.org/images/pdf/fairness-advertising-code-for-wide-circulation-aug-14-2014.pdf
Links to information:
http://blogs.wsj.com/indiarealtime/2014/08/22/will-new-ad-guidelines-change-indias-obsession-with-lighter-skin/
http://www.ascionline.org/images/pdf/fairness-advertising-code-for-wide-circulation-aug-14-2014.pdf