Advertising industry watchdog ASCI today released final guidelines for the advertising of skin lightening and fairness products based on the industry and public feedback.
"ASCI's new guidelines will go a long way in ensuring that advertisements of products in this category do not depict people with dark skin as somehow inferior to those who are fairer," the advertising watchdog said in a statement.
As per the final guidelines, advertising should not communicate any discrimination as a result of skin colour.
"These ads should not reinforce negative social stereotyping on the basis of skin colour. Specifically, advertising should not directly or implicitly show people with darker skin, in a way which is widely seen as, unattractive, unhappy, depressed or concerned." ASCI said.
It added that these ads should not portray people with darker skin, in a way which is widely seen as, at a disadvantage of any kind, or inferior, or unsuccessful in any aspect of life particularly in relation to being attractive to the opposite sex, matrimony, job placement, promotions and other prospects.
As per ASCI advertising should not associate darker or lighter colour skin with any particular socio-economic strata, caste, community, religion, profession or ethnicity and it should not perpetuate gender based discrimination because of skin colour.
