Teenage is a period where children are irresolute and perplexed physically as well as mentally. Sex, according to teenagers is a curious affair at this age, particularly due to the pubertal changes in their body, which is a sign of them growing into adults. In India, sex is a term that is often frowned upon. It is regarded as something to be talked under a veil and kept from children, especially. As teenagers, it is vital that they understand sexuality and deal with sex in a normal manner unlike the present condition where crimes are being committed against children and they do not even realise it. This study highlights the importance of parents’ role in making sexuality normal and comfortable for teenage children taking the case of sexual advertisements. It also emphasizes on sex being a taboo in the Indian society.

The main objective of this study was to analyse the role of parents in normalizing sex for children and also to study their perspective about advertisements with sexual content in India. The data that are gathered in order to answer the research questions and to meet the objectives of the study, are systematically analysed and interpreted.

The data analysed in the form of pre-determined and descriptive responses has helped the researcher to interpret parental perspectives on various facets. The responses helped throw light on the thoughts of parents that they believe is best for their children. Majority of parents agree that there is indeed a need to normalize sex for the younger generation. This is because sex is being propagated by the society as a taboo. Parents believe normalizing sex is a necessity for children to gain the right perception about sexuality. According to them, it is vital that the younger generation be educated that sex is not something to be ashamed of and that it is a natural biological phenomenon. Teenage is the right age for kids to be educated about sex and safe sexual practices primarily because this age is confusing and guidance is utmost necessary. Parents have agreed to the fact that it is themselves, who can indeed play an active role in telling children that sex is not something to approached with shame and fear. They can play a key role in educating teenagers that it is normal to develop feelings at this age and helping them in understanding it. Advertisements with sexual content are widely frowned upon by most parents. They believe that ads are unnecessarily sexualised and commercialised for selling products. In the survey, a lot of parents pointed out the sexualisation and objectification of women in deodorants. They emphasised on how misleading the content gets when it comes to such ads. However, when asked about teenagers being exposed to such ads and restrictions imposed on this content, most parents were of the opinion that restricting children from such content will only make them more curious enough to find other means to access it and thus they suggested that they would allow their kids to watch such ads under their guidance and tell them how wrongly it is being portrayed. However, when asked if they flip channels when a sexual ad pops up on screen in front of their children, majority of parents agreed that they sometimes do because of the awkwardness surrounding it. This means that even when they know that sex is indeed normal and that teenagers can watch sexual ads under parental guidance, most parents try to avoid such situations by flipping channels. The reason behind this is that they believe sex or anything sexual is to be kept private, away from children and not to be discussed in public, which makes sex a taboo in Indian society.

Majority of parents also agree that sex is a taboo in Indian society and that sex education should be given more importance in India. However, there are parents who have agreed that they rarely talk or discuss sexual matters with their children and opine that they will figure out everything on their own when they are old enough. One of the reasons for the alarming rate of sexual crimes against children in the country is this notion that children will figure out about sex on their own and will understand what is right and wrong. Many children do not realise the seriousness of crimes being committed against them due to lack of sexual knowledge. Parents’ negligence towards sex education at this young age is one of the reasons of this scenario.

This study directed on parental perspective on sexual advertisements and normalizing sex for children. The key findings from the study suggests that although sex is still a taboo in Indian society, majority of parents think it is essential to normalize sex for their children and that sex education is a necessity. The researcher wishes to emphasize on the importance of normalizing sex for teenagers where parents play a key role. However, even when parents think normalizing sex is mandatory, they restrict children from watching advertisements with sexual content due to awkwardness and embarrassment. This, once again, suggests that sex is still a taboo in Indian society. Sexual advertisements such as deodorant ads do highly objectify women, portray unrealistic and questionable content, but as teenagers who should grow into responsible adults, it is important that parents educate children regarding these facts and not limit their thoughts. Parents are to watch such advertisements or any content for that matter with their kids and help them differentiate between right and wrong. They should not just wait for them to become adults and figure out everything on their own. With the rate of crimes being committed against children today, it is extremely crucial for children to educated sexually. Sex education is not just about good touches and bad touches, it is concerned with making a person mentally and physically secure about sex and sexuality. This is a huge step towards building a responsible tomorrow.