Reckitt Benckiser (India) Private Limited - Durex

Recommendation: Not Upheld | Medium: General Public

The ASCI had approached the advertiser for its response in addressing the grievances of the complainants and forwarded the details of the complaints, verbatim, to the advertiser with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaints by modifying or withdrawing the advertisement. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response. The advertiser in their response stated that the advertisement is a creative visualization highlighting the importance of proximity in relationships and the use of condoms for sexual well being. The advertisement was aired only in the adult section of Sony Liv with an age-gating of 21+, in compliance with the platform’s terms of use. It was not targeted at children… The Consumer Complaints Council (CCC) viewed the advertisement which was aired on Digital Media - OTT Platform (Sony Liv), considered both the complaints and the advertiser’s response. The CCC observed that the advertisement focuses on sexual well-being and promotes the use of condoms as part of HIV/AIDS prevention and safe sexual practices. It was noted that the advertisement appeared on Sony Liv, an OTT platform where age-gating is implemented. The CCC also noted that watershed hour restrictions apply to television broadcasts and not to digital media. Considering the product category, the context of the communication, and the adult-only access, the CCC was of the view that the advertisement is not indecent and is unlikely to cause grave or widespread offence. Based on these observations, the CCC concluded that the advertisement is not in contravention of Chapter II of the ASCI Code. These complaints were NOT UPHELD.