Brands disguising ads for restricted items to face heat

Music CDs sporting liquor brand logos? Playing cards named after cigarette brands? Surrogate advertising that survived for long in the face of rules is expected to face a setback, with the Centre finalizing draft rules to plug existing loopholes.

- Dhirendra Kumar

The Central Consumer Protection Authority (CCPA) plans to release much-awaited draft guidelines on surrogate advertising as early as this month, two people aware of the matter told Mint. The guidelines will aim to strengthen compliance, particularly in areas such as digital marketing and celebrity endorsements, the people said on the condition of anonymity.

"The draft is ready and has been designed to ensure it is appreciated by all key stakeholders. These norms have been finalized after thorough consultations with all parties concerned, including representatives from the beverages industry, consumer groups, and law enforcement agencies," one of the two people mentioned above said.