HUL to pull Axe deo ad off air

HUL to pull Axe deo ad off air

New Delhi: Consumer products company Hindustan Unilever is expected to stop advertising its Axe brand of deodorant on television to comply with the notice sent by the Advertising Standards Council of India (ASCI) to take its commercial off air.

“Yes, we are in receipt of the ASCI’s decision asking us to stop airing the current Axe television commercial by 20th July, 2011. As a responsible company we will comply with the decision," said the company spokesperson in an emailed response to Mint’s query.

ASCI had asked men’s deodorant brands Axe, Set Wet Style and Zatak to take their television commercials off air for being “indecent" and “obscene".

According to an ASCI official who did not wish to be identified, letters were sent to Hindustan Unilever (HUL), a unit of Anglo-Dutch Unilever Plc for Axe and Paras Pharmaceuticals Limited for Set wet style range and Zatak deodorants asking them to suspend with immediate effect their advertising campaigns running on television channels.

Reached for comment on ASCI’s notice, a senior Paras Pharmaceuticals said that he could not respond immediately as he had not seen the notice.

According to the Code for Self Regulation in Advertising adopted by ASCI, “Advertisements should contain nothing indecent, vulgar or repulsive, which is likely, in the light of generally prevailing standards of decency and propriety, to cause grave or widespread offence."

The commercials in question violated the code and portrayed women in derogatory light, the official said.

The ASCI action comes after the Ministry of Information and Broadcasting requested the advertising body to look into the complaints against several deodorant brands received by the ministry.

ASCI examined the complaints Wildstone and decided to send notices to three brands in its Consumer Complaints Council meeting held on June 28, 2011.