ASCI updates code of conduct to include gender, sexual orientation in advertising

The Advertising Standards Council of India (ASCI) has updated its code of conduct to include gender identity, sexual orientation, body type, age or physical and mental conditions in advertising depictions, a move aimed at making advertising more inclusive, the self-regulatory industry body said.

Ads that mock or deride anyone on the above parameters will now be considered in violation of the ASCI Code.

“It is not acceptable, for example, to associate characteristics such as sluggishness with a certain body shape. Similarly, to deride someone with a physical or mental ailment, or their gender identity would now violate the code,” ASCI chief executive Manisha Kapoor said.


The existing code already required ads to not deride anyone on the basis of race, caste, creed, gender or nationality. However, new areas of possible discrimination or derision have now been included, ASCI said, adding that advertisements that mock or deride anyone on these bases will now be considered in violation of its code.

Late last year, ethnic apparel brand Fabindia, skin-care brand Fem and Ceat Tyres were among the prominent names that came in for massive social media trolling after they released posts involving either religion, Indian festivals or culture. Fabindia and Fem subsequently withdrew their ads and issued apologies. Previously, jewellery maker Tanishq was mired in a similar controversy when it released an ad involving an interfaith ceremony.

“As consumers are becoming increasingly concerned about unfavourable depictions of certain sections of society, this change ensures that advertising too keeps pace with these rightful expectations,” the industry entity said.