- While advertisements may feature glamorous and attractive people, they must not suggest that an individual’s happiness or emotional well-being depends on conforming to these idealised gender-stereotypical body shapes or physical features.
- Ads should not mock people for not conforming to gender stereotypes, their sexual orientation or gender identity, including in a context that is intended to be humorous, hyperbolic or exaggerated.
- They should not reinforce unrealistic and undesirable gender ideals or expectations.
- An advertisement may not suggest that a person fails to achieve a task specifically because of their gender.
- Where an ad features a person with a physique or physical characteristics that do not match an ideal stereotype associated with their gender, it should not imply that their physique or physical characteristics are a significant reason for them not being successful.
- Ads should not indulge in the sexual objectification of characters of any gender or depict people in a sexualised and objectified way for the purposes of titillating viewers.
- No gender should be encouraged to exert domination or authority over the other(s) by means of overt or implied threats, actual force or through the use of demeaning language or tone. Ads cannot provoke or trivialise violence (physical or emotional), unlawful or anti-social behaviour based on gender. Additionally, they should not encourage or normalise voyeurism, eve-teasing, stalking, emotional or physical harassment or any similar offences. This does not prevent the ad from showing these depictions as a means to challenge them.
One subscription. Two world-class reads.
Already subscribed? Log in
Subscribe to read the full story →
Quarterly Starter
₹900
3 Months
₹300/Month
Smart Essential
₹2,700
1 Year
₹225/Month
Super Saver
₹3,900
2 Years
₹162/Month
Renews automatically, cancel anytime
Here’s what’s included in our digital subscription plans
Access to Exclusive Premium Stories Online
Over 30 behind the paywall stories daily, handpicked by our editors for subscribers


Complimentary Access to The New York Times
News, Games, Cooking, Audio, Wirecutter & The Athletic
Business Standard Epaper
Digital replica of our daily newspaper — with options to read, save, and share


Curated Newsletters
Insights on markets, finance, politics, tech, and more delivered to your inbox
Market Analysis & Investment Insights
In-depth market analysis & insights with access to The Smart Investor


Archives
Repository of articles and publications dating back to 1997
Ad-free Reading
Uninterrupted reading experience with no advertisements


Seamless Access Across All Devices
Access Business Standard across devices — mobile, tablet, or PC, via web or app