The ad showed that using the vaccine would protect girls from cervical cancer. Opponents argue that the vaccine is intended to protect from sexually transmitted human papilloma virus (HPV), which is linked to the cancer. The risk of HPV increased in direct proportion with multiple sex partners. The GSK ad never mentioned this aspect of the disease.

The Drug Controller General of India, DCGI, has issued a show cause notice to GSK. A spokesman for the company said they had indeed received the notice and would respond to the same.

Under current regulations, non-over the counter (OTC) products cannot be advertised. Admittedly the cervical cancer vaccine is a non-OTC product.  As such this ad campaign is in violation of Rule 106 and Schedule J of the Drugs and Cosmetics Act, 1940.

Cervical cancer is the cancer of the uterine cervix. According to the American Cancer Society, this cancer tends to occur in midlife and most cases are found in women younger than 50. Early detection helps in better treatment of the cancer and increases survival time.

Recently two vaccines have been developed to combat four types of HPV, which cause the cancer. One is called Gardasil and is developed by Merck, while the other is Cervarix developed by GSK. These are recommended for girls and young women between ages 9 and 26 years.