The Social Security, Women and Child Development Department of Punjab Government has expressed concern over multiple instances of obscene and derogatory portrayal of women in advertisements and has asked the concerned to refrain from such activity or face strict legal action. Such cases will now on be reviewed periodically at the state level. Issuing clear directions to media platforms including all TV channels, websites, web-based applications, newspapers and other audio-visual media platforms, the department has asked them to ensure no content or advertisement depicting women in an obscene or derogatory manner is to be telecast, published or printed.

Quoting Indecent Representation of Women (Prohibition) Act, 1986 which strictly prohibits any indecent or derogatory depiction of women, Minister for Social Security, Women and Child Development, Dr Baljeet Kaur has directed strict administrative vigilance across Punjab and has asked all District Programme Officers in the state to take suo motu cognizance of such cases and ensure prompt legal action in coordination with the police. Deputy Commissioners have also been asked to periodically review such cases at district levels.