Wanted: Watertight laws on Surrogate liquor ads

DIRECT OR INDIRECT PROMOTION OF LIQUOR, TOBACCO PRODUCTS IS PROHIBITED IN INDIA

- Shuchi Bansal

The Central Consumer Protection Authority of India (CCPA) is finalising draft rules on surrogate advertising of products like alcohol and tobacco that are not allowed to promote themselves in the media. A 'Mint' report dated December 9 said CCPA will release its guidelines this month having consulted the liquor industry, consumer groups and law enforcement agencies.

Direct or indirect promotion of liquor and tobacco products is prohibited under the Cable Television Network (Regulation) Act and the ad industry's self-regulatory body. The Advertising Standards Council of India (ASCI) has an ad framework that allows legitimate extensions of alcohol and tobacco (cigarettes, pan masala) brands as opposed to surrogates.

Surrogate advertising refers to companies promoting their liquor or tobacco brands in the guise of other harmless products (soda, packaged water, music CDs, glassware) that may not be real businesses. The ASCI code mandates product or service brand extensions be registered with relevant government authorities and meet other qualification criteria like specified sales turnover, distribution, investments and certification from an industry body or a chartered accountant.