Three controversial deodorant advertisements have been banned from broadcast in India with immediate effect following a ruling from the Advertising Standards Council of India (ASCI).

The television ads – for Axe body spray, and Cool talc and deodorant by Set Wet Zatak – were found to be both “obscene” and “indecent” by India’s advertising watchdog, according to Indiantelevision.com.

The advertisements, which have been the subject of many viewer and government complaints, showed women overcome by desire when faced with men wearing the various scents being showcased.

The 21 strong Consumer Complaints Council – part of ASCI – decreed the ads should be taken off screen following their meeting, given there was no possibility of modifying the scenes deemed as offensive.

In one ad, a woman dentist is shown unbuttoning her shirt while treating a scantily clad male patient wearing Zatak deodorant. Another shows a tailor’s son applying the apparently potent talc prior to taking a woman customer’s measurements with lascivious intent.

The third offender is based around an excited female security guard over zealously frisking a man wearing Axe deodorant.

Allan Collaco, general secretary, ASCI said: “There is very little to modify in these ads. Hence, they have been asked to go off-air immediately.”

In May, the Ministry of Information and Broadcasting asked ASCI to ensure that the adverts are either modified or taken off air, because they offended “good taste and decency”.

The Ministry said that these and some other deodorant adverts portray women as “lustily hankering after men under the influence of such deodorants” and that the “depiction and portrayal of women in these ads is overtly sexual.”

India's advertising code states that “cable operators should ensure that the portrayal of the female form... is tasteful and aesthetic and within the well-established norms of good taste and decency.”