The I&B ministry doesn\u2019t want condom ads on television between 6 am and 10 pm because it has deemed them indecent for children. Condom campaigns once meant the no-nonsense Deluxe Nirodh ads\u2014there was no jingle, just a voiceover stating that condoms help prevent STIs and AIDS, in a very matter-of-fact, 1990s newscaster-like manner. There was a very vanilla visual, a 10-sec-or-so clip of actors Raj Kapoor and Nargis Dutt walking under an umbrella in the rain in that iconic song, Pyaar hua, ikraar hua, from Shree 420. Then came the Masti ads, slightly paternal in their tone, but with the catchiest of catchphrases: masti samajhte hain na aap? There were objections to these\u2014\u201cthink of children\u201d was the refrain then as it is now\u2014but they endured. Now, condom ads, including the one that inspired the partial ban, are no longer about STI prevention, and all about \u201cplay\u201d as it were, if one goes by the \u201coffending\u201d campaign\u2019s catchphrase. Any form of a ban on these, though, is a symptom of our collective schizophrenia over sexuality and sexual mores. The ban invokes the Cable TV Network Rules which prohibits \u201c any advertisement which. creates (in children) any interest in unhealthy practices\u201d. The Rules also ban \u201cindecent, vulgar, suggestive, repulsive or offensive themes\u201d in ads. It is indeed difficult to talk about sexual health without talking about sex or sexuality. But surely, a condom ad, even one that some find risque, isn\u2019t aimed at creating interest in unhealthy practices? There are other ads that could be considered offensive (skin whitening) and unhealthy (infomercials for products whose safety isn\u2019t certified), but these don\u2019t seem to get the government\u2019s or the public\u2019s goat as much. There is content on TV that many would deem risque or regressive, but there are no calls for banning these. Worse, actually-prurient content can be accessed with just a few clicks and keystrokes, and there is little the government can do to police this. If the government has decided to crack down on condom ads to preserve children\u2019s innocence, it would perhaps need to take a call on ads for bathroom fittings because these \u201csuggest\u201d some nudity and bucketfuls of sensual pleasure. Why stop there? A telecom company\u2019s ad talks about how being on 3G is stopping people from procreating. Isn\u2019t somebody\u2019s kid asking how exactly?