India takes aim at fair-skin and sexual-performance ads

Government ministry proposes rules amendments that include imprisonment for up to five years.

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According to the act, medicines and magic remedies to cure 78 diseases cannot be advertised.

India's Ministry of Health and Family Welfare has released an amendment to its Drugs and Magic Remedies (Objectionable Advertisement) Act of 1954.

The proposed changes would apply to advertisements for drugs, "magic remedies" and other products that look to promote growth of new hair, fair skin, sexual performance, brain capacity and improvement of memory, height and more. According to the act, products to cure 78 diseases (full list here), cannot be advertised.

The amendments have been made to "keep pace with changing time and technology" and come on the back of concerns raised about the implementation and effectiveness of the act in its existing form.

The changes include a jail term of two years, or a fine up to Rs 10 lakhs (US$14,034) for this first conviction.

In the case of subsequent convictions, the imprisonment term could extend to five years, or a fine of up to Rs 50 lakhs (US$70,172).

The ministry will be taking suggestions/comments and objections from the public for the next 45 days (effective 3 February).