Centre to strike surrogate liquor ads, celeb promoters could face 3-year ban

Prominent alcohol brands are reportedly under the scanner and could face a Rs 50 lakh penalty if they continue sponsoring their products through surrogate ads

by e4m Desk
Published: Aug 5, 2024 5:25 PM | 2 min read

The government is reportedly planning to clamp down on surrogate liquor ads and prohibit alcohol brands from sponsoring events. Carlsberg, Pernod Ricard and Diageo are under the scanner and could face a penalty of Rs 50 lakh if they continue sponsoring their products through surrogate ads, according to a Reuters report.

In India, alcohol and tobacco manufacturers are prohibited from using ads to promote their products. They bypass the rule by using “surrogate” advertising or substitute ads, which are used to promote and advertise products of brands when the original product cannot be advertised on mass media due to prohibitions by the law or the guidelines of ad regulator - Advertising Standards Council of India (ASCI).

. For instance, alcohol brands often promote their sparkling water, mouth fresheners music CDs and sponsored events since they cannot directly promote hard drinks, tobacco or cigarettes.

By prominently displaying the brand logos, these companies try to subliminally remind viewers of the alcohol products. The centre reportedly said that the final rules for the same will be out in a month.

Many surrogate alcohol ads are promoted by prominent personalities such as actors who could reportedly face a three-year ban once the rule comes into practice. By imposing a fine on such brands, the government can rein in errant companies who circumvent such rules.

The Reuters report also noted that the new laws prohibit the marketing of items like soda, water, CDs and glassware that use similar label, design, pattern or logo.