Jagatjit Industries Ltd is planning to approach the Monopolies and Restrictive Trade Practices Commission (MRTPC) against the Confederation of Indian Alcoholic Beverages Confederation (CIABC).
The action is expected to be taken in response to CIABC sending letters to major television channels requesting them to ban the ACP apple juice advertisement put out by Jagatjit Industries Ltd. The confederation had objected on the content of the advertisement.
The letter, written in August, says: “The advertisement violates the CIABC marketing code to which your channel is signatory. You are requested to stop airing the subject advertisement with immediate effect please.”
According to company sources CIABC has no authority to write anything against its ads since the company is not a member of the confederation, CIABC secretary general Pramod Krishna said that CIABC represents the whole liquor industry and not only its members.
According to CIABC sources, before writing to various television channels, CIABC wrote to Jagatjit asking it to withdraw the ads on July 13 ‘but the company did not take any notice of it.’ For the time being, the company is airing a ten-second shortened advertisement.
Interestingly, Jagatjit Industries was one of the founder members of CIABC but decided to opt out about ten years ago.
According to the CIABC marketing code, no form of marketing communication may imply that consuming alcoholic beverages, or a particular brand, is a necessary requirement for sexual success. It adds that no form of marketing communication should suggest that the alcoholic beverage is a stimulant or a sedative or that it enhances either mental ability or physical performance.
As a part of series of initiatives to curb surrogate advertisement on various television channels, the government has set up an external panel to monitor advertisements on all the channels across the country and determine whether its a case of surrogate advertising by any of the liquor or tobacco firms.