The Government has took action on surrogate advertisements by banning them. The goverment has come out with new guidelines for fair advertising, which includes the prohibition of surrogate ads.
As per the guidelines an ad is classified as a surrogate ad if it directly or indirectly indicates that it is a promotion of a product or service that is prohibited or restricted by law. Ads using any brand name, logo, colour, layout, and presentationn associated with a product which is restricted by law will be regarded as a surrogate ad.
Alcohol and tobacco brands have found their way around the rules to pass off products such as bottled water, music labels, soda and flavoured condiments as an extension of their flagship products.
Last month bollywood actor Akshay kumar was at the centre of a controversy when he appeared alongside Ajay Devgn and Shah Rukh Khan in an advertisement for Vimal Elaichi, which was a surrogate ad for pan masala.
According to IMARC the pan masala market in India reached a value of ₹41,821 crores in 2021 on the back of celebrity endorsements and promotions.
The challenge is in monitoring social media where the brands are able to reach the consumers through their own instagram and twitter pages.
Advertising standards council of India has banned surrogate ads of liquor brands and revised the criteria for surrogate advertising. Still there are challenges in the enforcement of the same.
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