Irritated by the continuing telecast of the banned Lux-Cozy undergarment advertisement by some TV channels, the government has prohibited the ‘transmission or retransmission’ of this vulgar ad with immediate effect on all broadcasting platforms.

The information and broadcasting (I&B) ministry has also advised all TV channels to be more cautious in future while choosing the content of advertisements.

The offensive ‘Lux-Cosy undergarment’ advertisement showcasing semi-clad male and female model and a dog had been found to be ‘indecent, vulgar and suggestive.’

The government has ruled that the ad is in violation of Rule 7(8) of the Advertisement Code prescribed under the Cable Television Networks (Regulation) Act 1995 and the rules framed thereunder.

The ministry has acted in response to criticism from viewers who have disapproved to such ads.

Last month, the ministry issued an advisory to all entertainment and news channels to pull Frenchie X and Lux-Cozy underwear advertisements off the air.

The ministry also directed the channels to strictly follow the ad code prescribed under the Cable Television Networks (Regulation) Act, 1995, and rules framed under it with intention not to invite further action under the said Act and Rules.