Television channels in India have been ordered not to broadcast ''overtly sexual'' deodorant adverts that use female models in racy storylines.
The BBC reports the channels have been given five days to modify the offending adverts or take them off air.
In a statement, the Information Ministry said:
''The ads brim with messages aimed at tickling libidinous male instincts.''
None of the companies named by the ministry have so far responded.
The ministry said that the adverts offended ''good taste and decency'' and appeared ''indecent, vulgar and suggestive'' by subtly sending a message that the products ''arouse women's sexuality''.
It said that they portrayed women as ''lustily hankering after men under the influence of such deodorants''.
''The depiction and portrayal of women in these ads is overtly sexual,'' it said.
Last year the ministry suspended Fashion TV for 10 days for showing topless models during a show.
Officials said that FTV had violated several provisions of the Cable Television Networks rules.