New Delhi: As many as 73 complaints have been received against obscene and vulgar advertisements on private television channels by the regulatory bodies over the past three years.
In a written reply in the Rajya Sabha, minister of State for Information and Broadcasting L Murugan said the complaints were ‘suitably’ addressed by a three-level grievance redress system.
Murugan said the mechanism, established under the Cable Television Networks (Amendment) Rules, includes self-regulation by broadcasters, self-regulation by self-regulating bodies of the broadcasters, and an oversight mechanism of the Central government.
The minister said appropriate action is taken wherever violation of the advertising code is found by the issuance of ‘advisories, warnings and orders for apology scrolls and off-air orders.’
‘OTTs need to adhere to digital media guidelines’
In reply to a separate question, Murugan said OTT platforms are required to adhere to the Code of Ethics under Part-III of the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.
“These codes are self-regulatory in nature,” the minister said.
Murugan said these Code of Ethics require the publishers not to transmit any content which is prohibited by law and to undertake age-based self-classification of content into five categories, based on general guidelines provided in the Rules.
The guidelines provide that while undertaking such self-classification, the context of the period depicted in such content and the contemporary standards of the country and people to which such content relates, are to be kept in mind, he said.
Murugan said the code also provides that the OTT platforms will put in place adequate safeguards for restricting age-inappropriate content for children.
Vulgar ads in online content marked for kids
A recent survey found that around 60 per cent of parents in a survey admit that they have experienced age-inappropriate advertisements in online content marked appropriate for all audiences, including children, online.
A survey by LocalCircles said, in the last three years, parents have frequently come across advertisements related to gambling/gaming, undergarments and sexual wellness while viewing universally suitable content online.
“The platforms and the government must ensure that the advertisements are always based on the content being played live instead of the device owner profile as many children in India are sharing a device with their parents,” LocalCircles founder Sachin Taparia said. About 88 per cent of the parents surveyed are strongly in favour of the government imposing a high penalty for violating norms for age-appropriate advertisements.
Gambling/gaming ads most common among children’s content
In response to a question on the type of advertisement content experienced by them, 41 per cent out of 10,698 respondents indicated ‘gambling/gaming (direct or surrogate)’ most shown advertisement in content declared suitable for children. Around 35 per cent of parents said they have frequently seen undergarments and lingerie advertisements, 29 per cent sexual wellness and 24 per cent claimed to have seen liquor (direct or surrogate) and tobacco (direct or surrogate) advertisements and movies or shows that are not age appropriate.
What is the impact of such offensive/misleading advertisements on TV?
– Obscene and vulgar ads can desensitise viewers to explicit or offensive content. Over time, this may lower societal standards and make it harder to distinguish between acceptable and inappropriate material.
– Private television channels often have a broad viewership, including children and adolescents who are impressionable and still developing their understanding of social norms. Exposure to obscene advertisements can influence their attitudes towards gender, sexuality, and behaviour in unhealthy ways.
– Repeated exposure to explicit or inappropriate ads can desensitise young viewers to sexualised or offensive material, making it harder for them to discern what constitutes acceptable behaviour in real life.
– Some advertisements may portray idealised or overly sexualised bodies, leading to body dissatisfaction, self-esteem issues and unhealthy comparisons, especially among young people.
– Vulgar ads can cause psychological distress, especially among viewers who are sensitive to explicit content. This includes feelings of embarrassment, discomfort or even anger.
– Some advertisements use shock value or vulgarity to attract attention. This can inadvertently encourage aggressive or demeaning behaviour, particularly when ads use humour or violence in inappropriate contexts.
– Obscene ads can perpetuate harmful stereotypes and contribute to the objectification of individuals, particularly women.
– Vulgar advertisements that rely on outdated or harmful gender stereotypes (e.g., women being passive or submissive, men being dominant or aggressive) can limit the potential for gender equality in society.
– Advertisements that prioritise style over substance can lead to misguided purchasing decisions based on aesthetics or social pressures rather than quality or value.