Top Story


Home >> Advertising >> Article

Government bars seven surrogate ads of liquor and tobacco brands

Font Size   16
Government bars seven surrogate ads of liquor and tobacco brands

In a move that is likely to cost advertising agencies close to Rs 60 crore, the government has asked broadcasters including Star, Zee, Sony and Aaj Tak not to air seven advertisements of liquor and tobacco brands with immediate effect.

The seven advertisements which have been asked to be taken off-air are Haywards beer, Smirnoff, Kingfisher, 8 PM, Whytehall, Aristocrat Premium and Charms cigarettes.

According to government sources, the communication to this effect has already been sent to various TV channels including Star, Zee, Aaj Tak, Ten Sports and Sony.

The government will also set up an external panel to monitor advertisements on all channels across the country and determine whether it’s a case of surrogate advertising by any of the liquor or tobacco companies.

According to industry analysts, with the government ban on surrogate advertising for liquor, advertising agencies would lose at least 50 per cent of the spend on above-the-line advertising, which is about Rs 120 crore.

The industry has already started vying for limited on-the-ground promotions. Most resources would now go to grass-roots advertising and promotions at good hotels, bars and restaurants. The liquor companies are spending huge amounts and vying for space at all these locations already.

The industry is trying to put across its point through the Confederation of Indian Alcoholic Beverages and is hopeful that the ministry will take a softer view.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...