Finally here’s some serious action against the fairness “beauty” products flooding the Indian market and obfuscating the Indian mindset.
The Advertising Standards Council of India (ASCI) on Tuesday said “no advertisement should communicate any discrimination or reinforce negative social stereotyping on the basis of skin colour.”
The ASCI has come out with advertising guidelines for skin-lightening and fairness product companies.
“Given how widespread the advertising for fairness and skin-lightening products is and the concerns of different stakeholders in society, ASCI saw the need to set up specific guidelines for this product category,” said Partha Rakshit, Chairman, ASCI.
“Specifically, advertising should not directly or implicitly show people with darker skin, in a way that is widely seen as, unattractive, unhappy, depressed or concerned. These ads should not portray people with darker skin in a way that is widely seen as 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,” it said in a statement.
In addition, it has said that in the depiction of the model before usage of the product, companies should ensure that expressions should not be negative or unhappy.
It also said that ad campaigns 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,” said the ad watchdog.