Saucy advertisement on television could soon be a thing of the past. After banning liquor and tobacco advertisements on television, the information and broadcasting ministry now proposes to censor advertisements on television.

Medicines, undergarments, beauty enhancement products and contraceptives will all come under the scanner.

The government also wants television channels not to air films, songs and music videos certified "A" by the Censor Board. It has already asked broadcasters to stop airing such movies and songs.

According to senior information and broadcasting ministry officials, the advertisements of products like fairness creams, contraceptives and undergarments are under examination.

The officials disclosed that notices had been issued to channels that were beaming these advertisements and most of them had told the government the objectionable advertisements were taken off air.

However, in certain cases, the broadcasters have questioned the government's stand. For instance, in the case of a contraceptive, Zee has said the advertisement is neither objectionable nor is the theme vulgar.

Similarly, Etv Marathi, has told the government that an anti-AIDS advertisement was telecast in the public interest, keeping in view the government's thrust to create awareness on HIV and AIDS. The channel has asked the government to drop the proceedings.

The officials also said the advertisement panel of the information and broadcasting ministry was looking more advertisements and decisions would be taken on the merits.

If it finds the advertisements objectionable, it will ask the information and broadcasting ministry to get the channels to not air these advertisements.

The government has also constituted a panel to look into the issue of surrogate advertising. The government has come out with stringent guidelines to curb these.

"Since the government has banned the advertisement of liquor and tobacco on television, we have seen an increased incidence of surrogate advertising by various brands. The panel will come out with strict guidelines to stop this," an official said.