Networks Still Turn Down Condom Ads : Television: The Big Four cling to the policy, despite the sexual content of many of their shows.

Despite a recent spate of network programs depicting sexual relations between unmarried characters--including tonight’s episode of “Doogie Howser, M.D.” on ABC--the four broadcast networks continue to refuse to accept advertisements that promote the use of condoms.

“We are not changing our policy,” said Janice Gretemeyer, director of media relations at ABC. “We feel that the matter of birth control continues to be a controversial topic, and we do not allow commercials concerning controversial topics.”

When the character of 18-year-old Doogie Howser loses his virginity with his teen-age girlfriend tonight, the young lover comes equipped with three Trojan brand condoms. Last week, ABC’s “Roseanne” depicted a discussion of birth control between mother and daughter, and two teen-age characters on Fox’s “True Colors” planning a sexual encounter discussed the need for protection.

According to Rich Cutting, manager of corporate communications for NBC, there’s a difference between discussing sex and birth control in network programming and allowing advertisements for birth control.

“In programs, you can deal with these issues in a context which allows for responsible discussions of varying points of view,” said Cutting, whose network showed teen-agers on “Blossom” talking about sex and condoms last week. “There is more time, and there are different points of view expressed. In advertising, that’s generally not the case.”

The networks say that to accept advertisements for condoms would make it appear that they were promoting promiscuity.

“The issue of contraception is something that for many people is a deep-seated religious and moral issue, and we don’t believe it’s appropriate to be taking advertising--advertising being revenue driven--about those kinds of issues,” said CBS spokeswoman Ann Morfogen.

But health educators and AIDS activists say that position--particularly in light of depictions of sex throughout the programming day--is hypocritical.

“We have one of the highest teen pregnancy rates of any developed country and it’s because we give kids a double message,” said Marie Paris, spokeswoman for Planned Parenthood Los Angeles. “The media and others put a lot of pressure on them to be sexually active, and yet they have a hard time finding an adult to talk to about protecting themselves.”

Well-produced television commercials, Paris said, would give minors “true and accurate information in the privacy of their home with their families.”

Not only are paid advertisements for condoms refused at the national level, but public-service announcements that refer specifically to prophylactics as condoms or rubbers are generally discouraged in favor of a more euphemistic approach, such as exhorting viewers to “be safe” or “use protection,” according to network executives and health care workers. To be accepted, the announcements must relate only to AIDS and not to pregnancy prevention.

AIDS Project Los Angeles has been able to persuade only one station, KCAL Channel 9 in Los Angeles, to air its public-service announcement about condom use. The networks have refused to air it because it uses the word rubber , said spokeswoman Nicole Russo.

The networks do allow the stations they own to accept advertisements for condoms if they wish to, saying that while the ads might not be appropriate for national air, they might be accepted in individual communities. However, condom manufacturers have said that it is difficult to mount a campaign by going from station to station. And station managers have said that they do not solicit ads from birth control manufacturers.

The networks’ critics point out that the programs depicting sexual relationships air nationally and do not generate great amounts of controversy. At Fox, for example, recent episodes of “True Colors” and “Beverly Hills, 90210” depicting or implying teen sex have generated very few complaints from viewers, a spokeswoman said.