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Essay On Surrogate Advertisement

1011 Words5 Pages

1 INTRODUCTION
Cable Television Network (Regulation) Act has banned product advertising for liquor and cigarette companies in our country since 1995. Broadcaster of advertisement which promotes directly or indirectly promotion, sales or consumption of cigarettes, tobacco products, alcohol ,wine liquor or other intoxicants , infant milk substitution , feeding bottle is NOT PERMITTED according to Rule 7 (2) of the Act . This ban is now likely to be extended to advertising of extended brands. Notices were given to leading television broadcaster to ban surrogate ads of liquor brands McDowell No1 and Green label in June 2002, by The Indian Information And Broadcasting (I&B) Ministry.Smirnoff Vodka , Haywards 5000 & Kingfisher beer were on “watch …show more content…

Contribution to brand recall is been made by such Advertisment or sponsorship. “Surrogate.” Are known as different product shown in the advertisement. It could either resemble the original product or could be a different product altogether, but using the established brand of the original product. The purview of surrogate Advertisement also carry the Sponsoring of sports \ culture \ leisure events and activities.

In India, the trend of surrogate advertisement gathered momentum with the Cable TV Network Regulation Act, which prohibits tobacco and liquor advertisements on TV channels. The liquor industry has intentionally blurred the line between products, advertising `old wine' in a `new bottle,' only this time with a soft-drink label. By August 2002, the I&B Ministry had banned 12 advertisements and leading satellite TV channels including Zee, Sony, STAR and Aaj Tak were issued show cause notices to explain their rationale behind carrying surrogate liquor advertisements. Answering to the notices, Zee and STAR stopped telecasting the advertisements, followed soon by Aaj Tak and Sony. In addition, the I&B Ministry hired a private monitoring agency to keep a watch on all the advertisements for violation of the

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