The information and broadcasting (I&B) ministry has prohibited the ‘transmission or retransmission’ of new ‘Axe Dark Temptation Deodorant’ advertisement with immediate effect on all broadcasting platforms by Monday, 25 August.

The offensive new Axe deodorant ad had been found to be ‘indecent, vulgar and suggestive.’

The I&B ministry requested the Indian Broadcasting Foundation (IBF) to warn its member channels not to air any ads with indecent theme(s), which includes the new Axe advertisement also.

The ministry made the decision on Friday, 22 August.

The I&B ministry also requested the Advertising Standards Council of India (ASCI) to offer full-fledge details regarding the complaint received and action taken by Consumer Complaints Council (CCC) (if any) against this advertisement.

In case no such formal complaint has been received, the ministry letter itself is to be treated as one and apt action would be initiated.

ASCI has also been asked to inform the advertisers to avoid airing the Axe ad, as the subject involving it looks to be a sensitive one.