Euphemisms and abstractions in the marketing of sex toys in India

In conservative socio-legal contexts like India, sex toys face ambiguous regulation and deep cultural stigma. Yet demand for and usage of sexual wellness products is rising. This study examines how Indian marketers negotiate this situation using context-aware coded language and design to normalise sexual wellness under restrictive conditions. An interpretivist qualitative approach was used. A semiotic analysis of publicly available video marketing content from a leading Indian brand, MyMuse. Linguistic and visual elements were interpreted against prevailing cultural norms and laws. The advertisements consistently avoid explicit sexual terms and imagery. Products are called “massagers” with abstract names and shown as sleek, gadget-like objects. Metaphoric visuals imply function without overt sexual depictions. These strategies serve the functions of ensuring legal compliance via plausible deniability and reducing stigma for women. The analysis highlights a semiotic balance of desire and discretion. In the Indian context, clearer obscenity guidelines and consumer-safety rules are needed to legitimise the market. Globally, similar indirect marketing tactics likely occur in other conservative cultures. Understanding these strategies can inform policies and education to destigmatise sexual wellness and advance sexual health and rights worldwide.