ASCI upholds complaints against three deodorant advertisements

Complaints against three deodorant advertisements have been upheld following a Consumer Complaints Council meeting convened recently. The advertisements are for Axe (the female security guard commercial), Zatak (the dentist commercial), and Set Wet.
 
The CCC concluded that these advertisements display overt sexual desire, are demeaning to women, and contravene Chapter II of the ASCI Code, as a result of which the complaints against these three advertisements have been Upheld.

During the meeting, CCC also noted Paras Pharmaceutical’s assurance that the Zatak Axe TVC would be appropriately modified.

The CCC during the same meeting did not uphold complaints against four deodorant advertisements for Wild Stone, Addiction, Axe Googly and Denver.