Surrogate ads: Rajya Sabha MPs push for stricter tobacco & liquor marketing rules

The MPs argued that brands continue to bypass existing restrictions by advertising through lookalike extensions

by e4m Staff
Published: Dec 5, 2025 8:30 AM | 2 min read

During a discussion on the Central Excise (Amendment) Bill, 2025, Rajya Sabha members criticised tobacco and liquor brands for using surrogate promotions and celebrity endorsements to bypass advertising restrictions, urging the government to tighten enforcement and curb misleading marketing practices.

Concerns over the advertising practices of tobacco and liquor brands resurfaced in the Rajya Sabha this week, with several members urging the government to take immediate action against surrogate promotions and celebrity-led endorsements. The comments came during a discussion on the Central Excise (Amendment) Bill, 2025, which seeks to overhaul the tax framework for cigarettes, chewing tobacco and other related products.

According to PTI’s report on the proceedings, MPs argued that brands continue to bypass existing restrictions by advertising through lookalike extensions such as bottled water, music studios or festival properties—formats that technically avoid direct reference to tobacco or liquor but serve the same promotional purpose. Members said such practices mislead consumers and undermine the spirit of India’s advertising and public-health regulations.

BJP MP Sanjay Seth was among those calling for firmer enforcement, urging the government to “shut down” all forms of surrogate advertising. Other legislators, including BSP’s Ramji Lal Suman, pressed for a blanket bar on film actors and celebrities appearing in communications linked to harmful or addictive products. Some also sought more prominent cancer-awareness messaging across broadcasters and digital platforms.

The debate unfolded against the backdrop of the proposed excise overhaul, which will reshape the fiscal structure for tobacco products after the GST compensation cess expires. While the Bill focuses on taxation, members used the opportunity to highlight the need for parallel tightening of marketing and promotional norms.

The government has not yet indicated whether it will consider amendments to existing advertising codes, but the sharp comments from the Upper House signal renewed political pressure to curb both direct and indirect promotions in the tobacco and liquor categories.