“Demeaning to women; promotes racist stereotypes equating fairness with beauty”

Outraged over an advertisement of a cosmetic product depicting intimate details of a woman's body, the All India Democratic Women's Association (AIDWA) has demanded the Centre's intervention to withdraw the clip being shown on some television channels and Internet.

In a statement issued here on Monday, the AIDWA has called for immediate action against sponsors of the advertisement for “Clean and Dry Intimate Wash”— a cosmetic product for women claiming to provide “freshness and fairness.”

“Deeply outraged”

“The AIDWA is deeply outraged by the visual depiction which shows the extent of the perversion of the company and the promoters of the ad. This advertisement in the name of personal care shows graphic and intimate details of a woman's body which is demeaning and derogatory to women. It also promotes racist stereotypes equating fairness with beauty,'' the statement said.

The advertisement constitutes an offence under Clause S3 of the Indecent Representation of Women's Act, Section 292 of the Indian Penal Code and Section 67 of the Information Technology Act, 2000 along with the relevant rules and regulations, it said.

Demanding that the advertisement be withdrawn immediately, the statement said the association had taken up the matter with the Ministry of Information and Broadcasting seeking appropriate action against the advertisers, and the company concerned, as also for the formulation of a regulatory framework to prevent the proliferation of such portrayals of women in the media.

The AIDWA Media Monitoring Committee is filing a complaint against the advertisement and the agency responsible for it with the Advertising Standards Council of India, Shyamali Gupta, the association president said.