India has a problem with colourism, where we are constantly tormented by fairness ads and products that promise to make us more 'attractive' (read whiter) with absolutely no medical or scientific backing. After years of obsessing over 'fair' skin, it looks like India is finally ready to forgo the stereotypes and take a step in the positive direction. In order to ban advertisements that promote such false claims, the government has proposed to amend the Drugs and Magic Remedies (Objectionable Advertisements)Act, 1954. This amendment will ban all fairness and weight loss promoting ads. The draft of the Drugs and Magic Remedies (Objectionable Advertisements) (Amendment) Bill, 2020 also proposes a fine of up to Rs 10 lakh and up to two years’ imprisonment in the case of first offence. And in the case of a subsequent conviction, imprisonment may extend to five years and the fine, up to Rs 50 lakh.
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