By Francis P Barclay
Published in The Hindu’s Ergo, Chennai, on July 31, 2008
While campaigns advertising the use of condoms are getting vigorous and animated, a recent PIL filed at the Madurai bench of Madras High Court raises an interesting debate: should obscenity be allowed on condom wrappers; and more importantly who decides the standards.In abusinessman from Madurai filed the PIL seeking a ban on obscene visuals on packages and advertisements of the condoms, the Madurai bench of the Madras High Court ruled that condom manufacturers cannot market their products “indiscriminately” with obscene visuals.
His complaint is that obscene visuals on condom packages create a wrong impression about condoms, primarily medical products and not inducers of sexual desire. What is the strategy behind the use of such visuals on condom wrappers? Are they necessary or not?
“It is actually a tricky issue,” says sexologist G. Sampath Kumar, adding that the obscene visuals on condom wrappers act as a “stimulating factor” of sex. “Premarital sex has become a commonplace phenomenon and there are many factors that induce it,” he points out.
Another city-based sexologist points out: “Ladies, especially those sexually active, carry contraceptives with them. Levels of awareness on sex and related issues are also high among the IT professionals who lead lavish and swanky lifestyles.”
“Certainly when people are exposed to obscene visuals, they are tempted to have sex. Condoms come in myriad shapes, types, sizes and flavours claiming to enhance sexual pleasure. And pictures to suit each of them,” he says, adding that condom wrappers are disposed carelessly and they even land in the hands of children sometimes.
However, he agrees that condom promotion is crucial now and adds that instead of using those visuals on the wrapper, they can be used on the inner foil. “Condoms are used even by illiterates and the visuals attract them.”
Finding obscene visuals unnecessary on condom packages, Dr. Amudha Hari, gynaecologist and critic on sex-related issues, makes it clear that condoms are primarily contraceptives, a medical device. It is used to avoid spread of STD (sexually transmitted diseases) and pregnancy.
In fact, she adds, the naked pictures on the wrappers make people feel that condoms are rather sexual inducers and pleasure boosters. Due to this, the consumers are diffident to ask for it in shops. “Instead of using pictures of naked people on bed, they can use the space to create awareness on condoms and tell about the advantages of its use.”
Though the court noted that the right to carry on business is subject to reasonable restrictions that could be imposed in the interest of decency and morality, it said that it is difficult for the court to fix standards of decency and morality and the Advertising Standards Council of India (ASCI), a self-regulatory voluntary organisation of the advertising industry, would be in a better position to deal with the issue.
But the Council told Ergo that it has not received any complaint on condom wrappers so far. “After a consumer lodges a complaint with us, we will place it before the Consumer Complaints Council for discussion,” said Alan Collaco, Secretary General, ASCI.
