The information and broadcasting ministry has criticized the contents of ads by Hindustan Unilever. The ministry has written to the Advertising Standard Council of India (ASCI) to take appropriate action against the firm.

Hindustan Unilever has prepared an advertisement of an Axe deodorant in which a girl is shown chasing a "chocolate boy" and biting off it at last. The Axe deodorant advertisement gives the impression of obscenity and vulgarity. The company officials have denied such allegations.

I&B ministry has directed to the Advertising Standard Council of India (ASCI) to conduct an enquiry in to the matter. It has also directed the Indian Broadcasting Federation (IBF) to stop the screening of the advertisement. The ministry has also asked print and electronic media to stop its screening with immediate effect. It has termed it unfit for viewing with family.

The ministry had also objected the advertisement of Lux Cozy, Gen-X and Amul Macho undergarments last year. They were found guilty of violating rule 7(8) of the advertising code prescribed in the Cable Television Networks (Regulation) Act, 1995.