To circumvent rules against the promotion of alcohol, liquor brands integrate other products from their brand portfolio in the narrative, leveraging surrogate advertising.
The notices have been issued, following the ministry's public warning on August 31 wherein it had said "many alcoholic spirits and beverages are being advertised under the garb of music CDs, club soda, and packaged drinking water".
In a Right To Information response dated November 4, the MCA told Business Standard that the above-stated three liquor companies have been issued show cause notices on the issue of surrogate advertising.
"The matter is under investigation," said the MCA.
UB, which is owned by Dutch brewing giant Heineken, did not respond to the newspaper's queries regarding the show cause notice until the time of going to press.
UB owns the Kingfisher brand - the largestselling beer in India. The Bengaluru-based company's market capitalisation (m-cap) stood at 44,367 crore on Wednesday.
This story is from the November 10, 2022 edition of Business Standard.
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This story is from the November 10, 2022 edition of Business Standard.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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