Center to act on surrogate ads for liquor

The central government is preparing to enforce new guidelines on surrogate advertising by liquor and tobacco companies. These rules, which have been developed after consultations with industry representatives, are expected to impose heavy penalties on violators.

The guidelines are expected to focus on what constitutes misleading brand extensions, a common practice in the liquor industry where products like packaged water, music CDs, soda, and glassware are used to promote brands that cannot advertise directly.

Nidhi Khare, the Consumer Affairs Secretary, recently mentioned during addressing a press conference on initiatives taken by the Department of Consumer Affairs during the first 100 days of the NDA government that a committee comprising various stakeholders is formulating the above-mentioned draft rules.

The new guidelines will also tackle 'greenwashing,' which refers to false claims about the environmental benefits of a product. Furthermore, penalties will be enforced for the use of brand extensions aimed at misleading consumers, as well as for celebrity endorsements that violate advertising laws.

India bans direct liquor advertisements, which induces liquor companies to resort to indirect campaigns, often through event sponsorships and products such as music CDs or soda.