Advertisement sector regulator ASCI, which has suspended the controversial advertisements of body spray brand Layer'r Shot, said it "was potentially in serious violation" of its code against offensive advertising. After seeing the ad campaign, the Advertising Standards Council of India (ASCI) immediately invoked a special process called "Suspended Pending Investigation" (SPI) and asked the advertiser to file a response over it.

"The said ad is in potential violation of ASCI's chapter II, which states that advertisements should contain nothing indecent, vulgar, especially in the depiction of women, or nothing repulsive which is likely, in the light of generally prevailing standards of decency and propriety, to cause grave and widespread offence," said a statement from ASCI issued on Saturday. ASCI, however, has not mentioned the name of the brand in its statement. In most cases, ASCI provides an opportunity for the advertiser to put forth its arguments before a recommendation is provided on the ad.